Global, the media stable and advertising giant has bolstered its out of home holdings on the continent with the acquisition of the MMD Media.
Following its whirlwind acquisitions of Exterion Media, Primesight and Outdoor Plus late in 2018, it now adds the Dutch ‘forecourt’, petrol station network to its stable. 1,378 digital screens located in 607 petrol stations bolster its inventory.
Global is now the largest DOOH operator in the nation, with more than 2,600 screens it claims reaches 40% of the Dutch population. Across its network, GLobal says it makes "67m impacts per week across premium locations" and boasts 33% of the total OOH market in the Netherlands.
Leon Taviansky, chief executive of outdoor at Global, said: “We saw this investment as the perfect opportunity to grow our current DOOH portfolio in the Netherlands. The deal complements our current Dutch portfolio, adding 1,378 digital screens in petrol stations to our assets on the National Railway and in shopping malls. MMD Media has built an impressive business which we’re excited to develop even further.”
Global has previously suggested that digital OOH will become an increasingly important part of its business. Across its media and OOH holdings, it will up its ability to deliver contextually relevant creative into the real world, in real-time. With regulation to come against tracking cookies and adtech tracking, this space could reap a a fresh push in the coming years.