European OOH owner Wildstone expands to Australia

By AdNews | 29 May 2024
Wildstone managing director Australia Noel Cook.

European owner of outdoor media infrastructure Wildstone is launching into Australia’s A$1.07 billion OOH market.

The company has acquired more than 5,000 static and digital OOH assets since 2010 across Europe and sees Australia as the ideal market, with its double-digit growth, to replicate its success.

The company aims to acquire existing OOH portfolios and individual sites, develop new locations, and convert existing static sites to digital. 

Digitisation of static OOH sites is a key priority for Wildstone in particular, the company aims to bring more innovative digital solutions to the Australian market, in turn maximising commercial opportunities for media operators and landlords.

According to WARC, 70% of Australian OOH spend is already focussed on digital and is forecast to grow at 14%. 

Wildstone has appointed Noel Cook to be the managing director of Australia, responsible for expanding Wildstone’s footprint across the region.

Cook has over 30 years of OOH leadership experience, including his role as a co-founder of oOh! Media and has served as a board member of Australia’s Outdoor Media Association. 

Wildstone founder and CEO Damian Cox said the Australian market offers tremendous growth potential, particularly in the digitisation of existing sites.

"We have long admired Noel's work and are thrilled to have him join our team," Cox said.

"His exceptional pedigree in the world of OOH and DOOH will be instrumental in helping us achieve all the goals we have set." 

Wildstone managing director Australia Noel Cook said Wildstone’s track record, leadership and expertise in Europe speak for themselves.

"I’m particularly excited to help them deliver the benefits of digitisation to Australia, which will help maximise opportunities for landlords and media buyers across the country," Cook said.

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