In this week’s roundup, MidOcean Partners makes a significant acquisition, Lamar strengthens its regional footprint, and New York City welcomes a breathtaking new digital display at 5 Times Square. Plus, exciting news from Smartify Media, WOW, and the upcoming Independents Summit. Dive in for expert analysis and stay ahead in OOH advertising with colorful commentary from William Board.
1. GSTV Sold to MidOcean
MidOcean Partners has acquired GSTV, a national video advertising network at 29,000+ fuel and convenience locations. Former owner Rockbridge Growth Equity will keep a minority stake. Under Rockbridge, GSTV grew significantly, expanding its network and programmatic capabilities.
MidOcean sees GSTV as well-positioned at the intersection of digital out-of-home, video, and retail media. Jim Wilson will join as Chairman to support growth. CEO Sean McCaffrey said the company has tripled revenue and plans to continue expanding with MidOcean’s support.
B.B.’s Take: There is a lot here to sort through. Bottom line is, happy for OOH vet Sean McCaffrey, who has guided Place Based DOOH to success. MidOcean has much to prove after its history of financing previous OOH investments. We wish the combination of McCaffrey and Wilson well.
2. Visible Outdoor NC Assets to Lamar
Visible Outdoor has sold its North Carolina out-of-home advertising assets to Lamar Advertising Company. The transaction includes 21 static billboard faces and two digital panels. Kalil & Co., Inc. served as the exclusive broker for the deal.
This acquisition expands Lamar’s presence in North Carolina, enhancing its traditional and digital advertising display inventory. The deal reflects Lamar’s ongoing strategy to grow its footprint through targeted acquisitions in key regional markets.
B.B.’s Take: Good fit for Lamar with this acquisition. Kudos to Kalil for brokering the deal.
3. Digital Spectacular at 5 Times Square, the Newest Wow-Factor DOOH in NYC
A massive new digital out-of-home (DOOH) installation has been unveiled at 5 Times Square, New York City. Designed by SNA Displays and managed by New Tradition, the 10,000-square-foot multi-screen LED system wraps around the 37-story office tower at 7th Avenue and 42nd Street, one of the city’s busiest intersections. Sensory Interactive provided technology design services, and the platform is expected to reach hundreds of thousands of daily commuters and tourists.
The centerpiece is an 83-foot-tall, corner-wrapping LED screen with over 7.8 million pixels, alongside several other large displays facing 7th Avenue and 42nd Street. North Shore Neon handled the installation. SNA Displays’ Pete Simon praised the project’s design and scale, calling it one of the most complex LED display projects in the out-of-home industry.
B.B.’s Take: By any measure, this is a spectacular build-out. Congrats to Pete Simon and the team at SNA. Check out the photos—domination of the Times Square area.
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