This week covers key industry developments, including the recognition of female leaders in out-of-home (OOH) advertising, Western Union’s network transformation, and Wildstone’s strategic global expansions. Here’s a weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending March 29, 2025.
1. The Top 25 Women Who Drive Growth in Out-of-Home —2025
OOH Today’s 2025 list recognizes 25 women who are driving growth and innovation in the Out-of-Home (OOH) advertising industry. These women are recognized for their leadership, creativity, and strategic influence in shaping the future of out-of-home (OOH) advertising. Their efforts contribute to advancing the industry by pushing boundaries and delivering measurable results.
The article also emphasizes the importance of fostering gender equity and increasing representation of women in executive roles. It encourages industry leaders to create inclusive environments that promote diversity and empower women to excel in leadership positions—a must-read. Individual feature articles on each of these strong women will be running throughout March and April.
B.B.’s Take: So many candidates were submitted this year. The selection committee found it challenging to choose the honorees. We feel like we got it right. What are your thoughts?
2. Western Union Teams Up with Vistar Media to Build and Monetize Its Retail Media Network Across North America and Brazil
Western Union has partnered with Vistar Media to manage and monetize its network of over 2,200 digital out-of-home (DOOH) screens across North America and Brazil. By utilizing Vistar’s technology, Western Union is transforming underutilized screens into a thriving retail media network that effectively reaches multicultural audiences, particularly in high-traffic areas where financial services are accessed.
The partnership has enabled Western Union to enhance its media network, driving audience engagement and generating new revenue opportunities.
B.B.’s Take: And they continue to grow their share of partners! Western Union is a very targeted and unique venue partnership.
3. Wildstone takes sizeable market share in regional Victoria with TOM buyout
Wildstone, Europe’s largest owner of out-of-home (OOH) assets, has expanded in Australia by acquiring Total Outdoor Media’s (TOM) portfolio, which comprises 14 digital and 38 classic sites in Victoria. This marks Wildstone’s first Australian acquisition and reflects its strategy to support media operators and enable site digitization. The acquisition adds to Wildstone’s growing global portfolio, which now spans six countries, and underscores its commitment to delivering high-quality sites that generate revenue in key regional locations.
Wildstone is also expanding its European assets. They recently partnered with Alpha Publicidad Exterior to expand their presence in Spain by launching digital large-format sites in Madrid, Alicante, and Córdoba. The collaboration aims to accelerate Spain’s out-of-home (OOH) digitization and strengthen its market presence. With OOH ad spending in Spain projected to grow, this partnership positions both companies to increase their revenue and market share.
B.B.’s Take: Wildstone is not slowing down. They appear to have ample resources. (cash) Will we see them in the States in 2025?
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