New Players and New Management in Store for 2 Recent OOH Acquisitions
The Return of the OOH/Space Astronaut
Last week in our OOH Moves Friday feature, we mentioned a rumored buyout of two Out of Home companies. Both companies in major markets Seattle and Boston. While none of the Big 3 are involved, it is notable activity confirming the OOH Industry is very strong and in demand. Yet to be confirmed, it has been brought to our attention American Tower Corporation has purchased RSA of Boston and Pacific Outdoor has purchased the Seattle OOH assets of Total Outdoor. On the face of it, seemingly only two acquisitions. While our sources tell us there is a buy taking place, nothing official has been announced.
OOH companies change hands as common as any other businesses who are bought and sold. Depending on who the new owners are, it can be business as usual without much change. Here is the worthy buzz from our perspective. Making a deeper dive examining the two prospective owners, they may represent a turning point defining two separate watershed moments: First, new players / dollars entering OOH as is American Tower. Second, the return of experienced and proven OOH operators/management which have a history of defining the Outdoor Advertising Industry’s past and future, as the people behind Pacific Outdoor.
American Tower purchases RSA Outdoor in Boston
American Tower Corporation is an American publicly held company, owner and operator of wireless and broadcast communications infrastructure in several countries. American Tower is headquartered in Boston, Massachusetts.
RSA has high-profile locations near Fenway Park and Gillette Stadium. They list 29 faces in the Greater Boston area of which 7 are digital. American Tower, if indeed has entered the OOH Industry, is a new player perhaps bringing fresh blood to OOH.
Pacific Outdoor purchases Total Outdoor Seattle plant.
Pacific Outdoor Advertising is Portland’s leader in outdoor advertising, providing market coverage throughout the Portland DMA. With over 1,000 dynamic displays. Total Outdoor has markets in Chicago, Detroit, LA, Boston, SF and Minneapolis. Pacific Outdoor has visible connections with Steve Richards of Mile High in Denver. What is not well-known, is the money and powerful OOH experience behind Richards/Mile High/Pacific. If this acquisition occurs, this could be the point zero in next steps for this ownership group.
We’ll leave it to your imagination for now, who that is, but they are deep pockets in dollars and more importantly, deep in OOH experience, and could bring the Industry to the yearly revenue growth (8 to 10%) which was known before the turn of the millennium.
We’ll leave it to your imagination for now, who that is, but they are deep pockets in dollars and more importantly, deep in OOH experience, and could bring the Industry to the yearly revenue growth (8 to 10%) which was known before the turn of the millennium.
Stay tuned.