Wildstone targets Australian $1.07 billion OOH market

Wildstone, an outdoor media infrastructure company in the UK and Europe, has unveiled its ambitious plans to enter and expand within Australia's $1.07 billion out-of-home (OOH) advertising market. This marks a strategic advancement in Wildstone's ongoing international growth efforts.

Having flourished across Europe by acquiring and developing over 5,000 static and digital OOH assets since its inception in 2010, Wildstone identifies the Australian market as ripe for replication of its successful European model. The company intends to acquire existing OOH portfolios and individual sites, develop new locations, and convert current static sites into digital formats.

A priority for Wildstone is the digitisation of static OOH sites. By infusing the Australian market with more innovative and forward-thinking digital solutions, the company aims to enhance commercial prospects for Australian media operators and landlords alike. According to research firm WARC, 70% of Australia's OOH expenditure is already geared towards digital formats, with forecasts predicting a 14% rise.

The company has appointed Noel Cook as the Managing Director for Australia. Cook, who brings over 30 years of leadership experience in the Australian OOH sector, is tasked with establishing and expanding Wildstone's presence in the region. Notably, Cook co-founded oOh! Media, a leading OOH advertising company in Australia and New Zealand with an extensive network of more than 35,000 locations.

Beyond his market-leading record in OOH sales, operations, production, digital conversions, and site development, Cook has overseen more than 30 mergers and acquisitions in outdoor advertising. He has also served as a board member of Australia's Outdoor Media Association, further cementing his credentials in the sector.

Wildstone's interest in the Australian market is driven by its double-digit growth, significant increases in digital revenue, a robust landscape of independent billboard media operators, and its potential as a gateway for the company's future expansion into other Asia-Pacific (APAC) markets.

Wildstone's Founder and CEO, Damian Cox, expressed his enthusiasm about the company's expansion into Australia. "The 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. His exceptional pedigree in the world of OOH and DOOH will be instrumental in helping us achieve all the goals we have set," said Cox.

Noel Cook echoed Cox's sentiments, sharing his excitement about joining Wildstone. "Wildstone's track record, leadership, and expertise in Europe speak for themselves, and there is immense growth potential for their world-class platform in the Australian market. 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 stated.

As Wildstone prepares to make its mark on the Australian OOH landscape, industry observers will be keenly watching how the company's strategies and technological innovations unfold in a market already showing a robust shift towards digital advertising solutions.