Global, the Media & Entertainment Group, has secured the largest roadside advertising contract in the UK from Network Rail, following a competitive bidding process. The agreement gives Global exclusive rights to manage more than 1,400 advertising sites, including high-profile locations in cities such as London, Manchester, Birmingham, Edinburgh, and Leeds.
This contract, which will run for seven years, covers a wide range of advertising formats, from classic billboards to digital screens. As part of the deal, Global will invest in the installation of over 100 new digital billboards at premium sites across the UK, with rollout expected over the coming months.
Expanding Digital Advertising Presence
Network Rail’s advertising estate, the largest of its kind in the UK, includes a mix of traditional and digital formats. The newly awarded contract will see significant upgrades to its existing portfolio, with Global planning to enhance advertising opportunities by introducing cutting-edge digital screens in city centers.
Hamish Kiernan, Commercial Director at Network Rail Property, highlighted the partnership’s benefits:
“We’re pleased to continue our relationship with Global for another seven years. The investment in premium digital advertising screens will generate revenue that is reinvested into the railway, benefiting millions of passengers while delivering engaging content across our network.”
Global, already a key player in outdoor media, operates over 250,000 advertising sites across the UK, including on the London Underground, in 12 major airports, and on 98% of the country’s bus fleet. This new contract with Network Rail enhances Global’s reach, offering advertisers even greater access to key urban areas and transport hubs.
Chris Forrester, Director of Commercial for Outdoor at Global, commented on the win:
“We’re excited to continue working with Network Rail and to implement our investment plans. By adding more digital screens in prominent locations, we are building on our commitment to provide advertisers with exceptional opportunities to reach audiences across the UK.”
As part of its long-term strategy, Global is focused on increasing its digital footprint. All digital screens on the Network Rail estate will be available to advertisers through DAX, Global’s digital ad exchange. This platform enables programmatic outdoor advertising, offering brands flexibility and real-time targeting capabilities.
In addition to its partnership with Network Rail, Global recently entered a 10-year agreement with BT to upgrade the country’s payphones and introduce new digital hubs, further expanding its digital advertising network.
