Ooh Media adds 2800 digital screens, acquiring digital outdoor company InLink Group for $45m

Outdoor media company Ooh Media has acquired digital outdoor company InLink Group for $45m, with the buyout seeing Ooh take over Inlink’s network of more than 2,800 outdoor digital screens.

An InLink digital sign in an office tower

An InLink digital sign in an office tower

Completion of the acquisition of InLink, which has a network of digital screens located across office towers, cafes and fitness centres and offers digital and Wifi solutions to clients, is expected to occur in December 2015, subject to customary conditions precedent and vendor shareholder approval.

Ooh chief executive Brendon Cook said in a statement: “This cements our position as delivering Australia’s largest reaching digital sign network that builds deep engagement between advertisers and their audiences through leading edge innovation and extends the connection beyond physical signs to mobile, social and online environments.”

“WiFi enables brands to run responsive interactive campaigns that directly connect with audiences and can engage with them beyond the screen on their mobile device. Furthermore it provides us with more data to help advertisers gain greater insights into their audiences and their purchasing journey.

“By adding Inlink’s network of more than 2,800 digital signs in key capital cities, we are able to expand into office towers and boost our reach in all CBD’s across the country.

“Office tower media enables advertisers to tap into the hard to reach and influential purchasing power of the CBD audience and when coupled with our existing products will add more reach and frequency, which will be attractive to existing and new advertisers.”

InLink will be merged with Ooh’s Place Based operating division and leverage Ooh’s shared services structure.

“This significantly increases the Digital Place Based Media offering, which enables advertisers to run targeted messages to their audiences in specific locations such as cafés, sports and fitness centres, universities and hotels,” Cook said.

“Aligning Inlink’s café and sport businesses with oOh! will deliver greater scale, efficiencies and engagement opportunities to advertisers where our innovative digital content platforms, ShortPress designed for small business café audiences and In2Indoor for active Australians, are providing new ways for brands to connect with audiences.”

“oOh!’s management has forecast the earnings upgrade based on a continued uplift in bookings and high utilisation of recently added assets including the addition of over 800 new digital panels across our Road, Retail, Fly and Place-based offering.” said Cook.


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