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Global expands outdoor portfolio with MMD Media acquisition

Global expands outdoor portfolio with MMD Media acquisition

Media and entertainment group Global has acquired MMD Media’s network of digital forecourt signs in Dutch petrol stations, strengthening the group’s position as the largest digital out of home (DOOH) operator in the Netherlands.

Global entered the Dutch outdoor market with its acquisition of Exterion Media a year ago.

With MMD Media’s network of 1378 digital screens at 607 petrol stations across the country, the group now has over 2600 digital screens in the Netherlands and reaches 40% of the population.

“We saw this investment as the perfect opportunity to grow our current DOOH portfolio in the Netherlands,” said Leon Taviansky, CEO of outdoor at Global.

“MMD Media has built an impressive business which we’re excited to develop even further.”

According to recent data from WARC, global spending on DOOH advertising is expected to rise 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out of home market.

Global bought three out-of-home companies to sit alongside its commercial radio business in the third quarter of 2018: Exterion Media, Outdoor Plus and Primesight.

The three companies are now fully integrated, but Global is yet to launch its full OOH proposition. It plans to do so early next year.

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