Wildstone, a leading owner of outdoor media infrastructure across the UK and Europe, has secured its first deal in the Australian out-of-home (OOH) advertising market. The company has signed a sale and leaseback agreement with Alliance Outdoor Media Group to fund and install two new digital billboard sites in Melbourne’s outer suburbs.
This agreement marks Wildstone’s first transaction in Australia since it entered the market in May 2024, and introduces its established business model, which involves acquiring OOH infrastructure and leasing it back to media operators. This approach is designed to increase operational efficiency for media companies by allowing them to focus on media sales, while Wildstone manages the assets.
The two digital billboard sites in Melbourne will be located at high-traffic intersections. The first, in Nunawading, features a 19.99m x 4.60m digital screen at the corner of Maroondah Highway and Springvale Road, a key thoroughfare. The second site is situated in Epping along the Craigieburn Bypass, where a digital billboard measuring 18.99m x 4.57m will be installed. Alliance Outdoor Media Group will handle media sales for both locations.
Noel Cook, Managing Director of Wildstone Australia, expressed optimism about the deal, stating, “We are pleased to have completed our first sale and leaseback transaction in Australia. This is the first of many deals we anticipate, as we continue to engage with billboard owners nationwide and contribute to the growth of the digital OOH sector.”
Mark Buckley, General Manager of Alliance Outdoor Media Group, commented on the agreement: “Working with Wildstone Australia was a smooth process. Their expertise in the industry made it easy to structure this deal, and we look forward to future collaborations.”
Wildstone’s entry into Australia reflects its broader global expansion strategy. The company is known for its portfolio of over 5,000 advertising assets, including digital billboards and classic OOH formats, across the UK and Europe. It joined Australia’s Outdoor Media Association earlier this year, signaling its commitment to the local market and the growth of digital outdoor advertising.
Alliance Outdoor Media Group is a national billboard media provider in Australia, working with a network of independent OOH media owners. The company provides access to premium advertising sites across the country, offering advertisers the opportunity to reach key audiences with impactful outdoor campaigns.
For more information, visit www.wildstone.co.uk.
