Outdoor Plus sells stake to private equity

Outdoor Plus has sold a large minority stake to Inflexion Private Equity, giving the out-of-home company a war chest for acquisitions and capital investment.
Jonathan Lewis, the founder and managing director of Outdoor Plus, said Inflexion “shares our vision for growth” and he plans to “use their investment to continue to deliver the best sites in the best locations”.
Nigel Sharrocks, a former senior executive at Dentsu Aegis Network, has been appointed as non-executive chairman of Outdoor Plus after Inflexion introduced him.
Lewis has invested heavily in digital in London and sold off most of his company’s traditional billboards in recent years and close to 90% of revenues come from electronic screens such as The One Knightsbridge on the Hyde Park underpass.
Outdoor Plus is thought to be worth more than £50m, based on an estimate of double this year’s revenues. Lewis declined to reveal the value of the sale.
Turnover in its last financial year is estimated to be £25m, based on its most recent accounts that covered a nine-month period.
The shareholder register of Outdoor Plus boasts a number of big names from UK media and a veteran rock star. Phil Georgiadis, chairman of Blue 449, former Havas bosses Marc Mendoza and Mark Craze, and Nick Mason from rock band Pink Floyd all hold small stakes.
It is thought some investors will hold onto their stakes while others plan to sell some or all of their holding.
Simon Turner, managing partner at Inflexion, said: “We are delighted to be recommended to Jonathan and his team as the minority investor of choice, enabling him to find the right investment solution to suit his growth ambitions for Outdoor Plus.
“Inflexion brings strong TMT sector experience to support the business expansion plans [of Outdoor Plus].”
Lewis said Inflexion’s investment made sense partly because the private equity firm has a “knowledge and understanding of the sector”.
Inflexion said it tends to make investments of between £10m and £100m in “high-growth” businesses. Its other investments include media production house Group IMD.
Outdoor Plus is about number six in the UK out of home market behind JCDecaux, Clear Channel, Exterion Media, Ocean Outdoor and Primesight.
All except JCDecaux now have private equity investors, making consolidation in the sector more likely.
Lewis founded Outdoor Plus in 2006. The company claims the UK digital outdoor ad market has been growing at over 25% a year since 2010.
Via: Campaign

Outdoor Plus illuminates the journey to Harrods

The face of Hyde Park underpass changed forever this week with the Out of Home sector’s most exciting new digital site launch of the last 5 years.  Outdoor Plus has unveiled two state of the art digital screens under the prestigious Hyde Park Corner in London.  Located in an area rich in heritage and culture, this is a unique opportunity for advertisers wanting to reach the heart of London’s Luxury Quarter, which on its own accounts for over 50% of London’s total luxury market spend.  This location is unique as it offers advertisers an exclusive opportunity to reach London’s global audience with no other premium digital advertising within a one-mile radius.
Jimmy Choo Fragrances will dominate the Knightsbridge bound screen for the launch.
Kenneth Green, Chairman of KGA commented: “The One offers Jimmy Choo Fragrances the ultimate showcase in an area of media scarcity yet rich in some of the world’s most aspirational consumers.  In proximity to Harrods & Harvey Nichols this location has no rival and no equal in the London market and is absolutely on brand for the UK’s largest distributor of luxury fragrance & beauty brands.”
Jonathan Lewis, Managing Director at Outdoor Plus, said: “We are delighted to be bringing London’s most elite advertising location to market. At a time when advertisers have more media choices than ever, we are excited to be able to offer them a truly unique opportunity to target the very heart of Central London.  With people spending more and more of their time Out of Home, and with DOOH offering such strength with audiences on the move, we strive to ensure that advertisers are seen in all the right places.”
The launch of The One comes after the announcement last week that Transport for London has awarded Outdoor Plus the contract to install, market, sell & manage a portfolio of at least 15 premium digital landscape screens across its London Underpass estate which will provide brand new digital OOH opportunities across the main arterial routes into and out of the Capital.

TfL signs £17.6m advertising contract with Outdoor Plus

Transport for London (TfL) has signed up Outdoor Plus as its advertising partner in a £17.6m contract to bring digital advertising screens across road underpasses in the capital.
TfL said the network of roadside screens would generate at least £13m to reinvest in modernising the transport network over the next ten years.
Initially, Outdoor Plus will roll out screens at six locations along main routes such as the A3 Kingston and the northern ring road at Wembley Way, where they will be seen by an estimated 500,000 road users a day. There is a view to adding three further sites, subject to planning permission.
The first six sites:
Malden Way, Kingston
Argyle Road / Western Avenue, Ealing
Harrow Road / North Circular Road, Brent
A2, Greenwich
A312/Uxbridge Road, Hillingdon
A12, Leytonstone, Waltham Forest
TfL launched a competitive tender for a contract for its underpass estate last May.
Graeme Craig, TfL’s director of commercial development, said: “Expanding our work with Outdoor Plus will provide tailored, dynamic advertising at nine locations across the capital. It is another example of our wider commercial approach to generate £3.4bn in non-fare revenue, which will be reinvested in the transport network.”
The TfL advertising estate is a hefty one – making up 20 per cent of all out-of-home advertising in the UK and 40 per cent of the London market.
Via: City AM

Financial Times and Santander 'unlock the full potential of DOOH'

Santander International is the first advertiser to take advantage of the innovative new partnership between the Financial Times and Outdoor Plus, which sees Outdoor Plus split its screens to run live news headlines and images from the Financial Times on one-third of the screen, whilst  simultaneously running advertising from Santander.  The partnership enables both Santander and the FT to reach key City audiences with high-quality content, pulled live from the FT website, delivered in real-time.
The campaign, planned by Posterscope and Carat UK, is scheduled to appear on six of Outdoor Plus’s premium iconic digital screens located on key routes around the City of London, including the City of London Gateway, Canary Wharf Curve, the CEO’s Choice Euston, Vauxhall and the Eye at Holborn.  The campaign will run across a six-week period, and will appear during the morning commuting hours with the aim of reaching the elusive c-suite audience.
The Financial Times news headline & image will change across the 4-hour commuter period as the content is pulled live from the FT’s website. This media first is a great example of how collaboration between brands can result in a truly innovative, informative and useful DOOH campaign.
Grant Branfoot, sales director at Outdoor Plus, said: “Both Santander and the FT understand the value of iconic DOOH to reach their core consumers. This moves the conversation on from real time marketing to right time marketing.  Bringing three brands together like this to deliver of the moment communication highlights the full potential of digital OOH, bringing relevant news to City commuters when they want it most.”

Outdoor Plus appoints Chief Client Officer

11th July 2016: After 2 years, Helen Weisinger, Managing Partner and CMO of HeyHuman has decided to leave the agency to join Outdoor Plus as its Chief Client Officer
Outdoor Plus is one of the market leaders in the Digital Out of Home sector, having achieved a 30% share of London’s premium iconic sector in just 5 years. Helen’s remit will be to get closer to advertisers and their agencies, enabling them to capitalize on the huge new opportunities created by technology, data and creativity.
Helen will report to Jonathan Lewis and sit on the company’s executive board along with Grant Branfoot and the 4 other members of the management team. She will join the company in September 2016.
Helen said: “This is not just a new job but an exciting career shift for me. It’s a really interesting time to get into digital OOH. Unlike any other medium, the great thing is that it can’t be turned off or tuned out and I’m excited about showing off the creative opportunities to clients and agencies. Digital OOH is one of few traditional media that has benefited from advances in technology, mobile & social media and I’m looking forward to working closely with clients & agencies to demonstrate how this can truly enhance communications plans.”

Outdoor Plus Secures ‘The One’ In a Landmark Development For the DOOH Sector

In a major new acquisition for the out of home industry, Outdoor Plus has secured the rights to develop two state of the art digital screens under the prestigious Hyde Park Corner in London.
The One, a brand new development located next to Hyde Park and positioned at either end of the Piccadilly Underpass in Knightsbridge, promises to be a spectacular and exclusive addition to the London digital landscape with the two high definition screens providing access to an enviable upmarket audience in an area of true media scarcity.
Launching in autumn 2016, The One will target London’s most affluent and high profile addresses; Mayfair, Belgravia, St James’ and Knightsbridge.  In addition to London’s AB commuters, The One will deliver a global audience due to the concentration of luxury hotels in the area and the proximity to Harrods, Harvey Nichols and Fortnum & Mason. The two screens will have a fortnightly reach of over 2.1 million.
Since launching the Eye at Holborn in 2011, Outdoor Plus has been committed to developing the very best iconic digital out of home in London and is now market leader in this sector with a 30% share.  The launch of The One is Outdoor Plus’ nineteenth landmark location, providing brands with the most valuable public communications network in London.
The site, designed by Wildstone on behalf of Westminster City Council, will significantly improve the underpass and introduce a new display berth for public art.
Jonathan Lewis, managing director at Outdoor Plus, said: “The development of The One signals another significant investment from Outdoor Plus and we are delighted to be bringing London’s most elite advertising location to market. At a time when advertisers have more media choices than ever, we are excited to be able to offer them a truly unique opportunity to target a highly coveted global audience in the very heart of Central London.”

Outdoor Plus Appointed by BBC Worldwide to Host Interactive Public Vote on Digital Screens

Outdoor Plus broadcasts live Twitter vote on the audience’s favourite BBC drama and comedy characters.
BBC Worldwide has contracted Outdoor Plus to enable an interactive, real-time vote to mark the launch of BBC Store, the new digital service that makes it really easy for audiences to buy and keep and enjoy their favourite BBC programmes. The campaign goes live on 23 November.
The innovative campaign encourages people to vote, using Twitter hashtags, for their favourite BBC characters. The characters will be pitted against each other, with romantic heroes Poldark and Darcy going head to head, and comedy personalities David Brent pitted against Alan Partridge. Outdoor Plus screens will display, in real-time, which characters are winning the Twitter vote.
The digital screens will track and reveal the running scores at sites across London including the City of London Gateway and Vauxhall Cross, encouraging Londoners to take part in the public vote.
Grant Branfoot, sales director at Outdoor Plus, said: “We’re thrilled to be working with the BBC to host this exciting campaign, celebrating some of the BBC’s best-loved characters. Using digital screens in high footfall areas as a means of generating public conversation demonstrates the capabilities of DOOH beyond traditional advertising.”
Simi Murthy, Head of Brand Marketing on BBC Store said: “Social is a key channel for BBC Store allowing us to have a real-time conversation with our audience. It’s great to work with Outdoor Plus who understand consumers’ changing behaviours and are hungry to do more exciting and innovative things with digital media.”

Outdoor Plus Adds M1 Staples Corner

Outdoor Plus is launching a new site at M1 Staples Corner.
Situated at the heart of the major traffic interchange between the A5, the North Circular and the start of the M1, the screen will attract a fortnightly audience of more than 940,000.
The screen is ideally placed to harness the attention of commuters travelling from London to the affluent home counties of Hertfordshire and Buckinghamshire, and consumers driving in the heavy traffic areas en route to Brent Cross Shopping Centre and Wembley.
via: Outdoor plus

Outdoor Plus adds M4 London Gateway

Hot on the heels of Henlys Corner, Outdoor Plus launches the only landscape digital opportunity on the M4. The state of the art high-resolution screen launched on Monday with campaigns from Virgin Media & TSB.
Targeting traffic travelling into the capital from Heathrow, and the affluent regions to the West of London, the site delivers a fortnightly audience of over 1.2 million. The elevated screen gives brands an opportunity to showcase on one of the busiest roads into London.
Grant Branfoot, Sales Director at Outdoor Plus, said: “Our digital offering is the most advanced in the market so we’re proud to be the only DOOH media owner offering a landscape digital screen on the M4 London Gateway.
The roadside site provides a great space for advertisers to harness the attention of both international audiences and Londoners travelling between Heathrow and the city.”

Outdoor plus unveils landmark banner on Shaftsbury Avenue

Outdoor Plus, one of London’s most innovative premium out-of-home company, has launched a new site at Shaftesbury Avenue, the heart of London’s theatre district.
This exclusive banner will be a landmark feature of the area whilst the London Trocadero is renovated. Located at the end of Shaftesbury Avenue, directly facing the Lyric and Apollo theatres and nearby Piccadilly Circus, the high impact banner creates 407,000 pedestrian impacts and 310,000 vehicular impacts every fortnight.
With over 20% of London’s creative jobs based in Soho, and over 66,000 people visiting the Apollo and Lyric theatres every two weeks, the banner presents a new space to showcase brands in the centre of London’s West End.