Wildstone, a leading owner of outdoor media infrastructure operating across the UK, Europe, and Australia, has finalized a £80 million (approx. $97 million USD), 99-year lease agreement with Transport for London (TfL) to acquire 13 high-profile digital advertising installations across the British capital. The deal, one of the largest of its kind, grants Wildstone control over premium sites in iconic locations, including Euston Road underpass, Old Street Roundabout (“Silicon Roundabout”), Chiswick Towers, and Wandsworth Roundabout.
The acquisition strengthens Wildstone’s portfolio of over 5,000 digital and traditional billboards in the UK and Europe while providing TfL with critical revenue to reinvest in London’s transport infrastructure. Combined, the sites attract over one million vehicles daily, offering advertisers access to high-traffic arterial routes such as Leytonstone underpass, A40 underpass in Ealing, and key corridors toward Heathrow Airport.
The agreement underscores a broader trend of public-sector entities collaborating with private firms to generate revenue while upgrading urban infrastructure. For TfL, the deal delivers financial support as it seeks diversified funding streams. Chris Reader, TfL’s Head of Commercial Media, stated: “We’re pleased to have worked with Wildstone in this long-term agreement, which will give advertisers the opportunity to reach thousands of people every day with innovative and creative designs. The money received through this work will be reinvested into the transport network, helping more people travel safely and efficiently across the city.”
Wildstone plans to upgrade the newly acquired sites, enhancing their appeal to advertisers and road users. Media sales for the digitized billboards will continue to be managed by incumbents Clear Channel, Global, JCDecaux, and Ocean Outdoor.
Damian Cox, Wildstone’s Founder & Global CEO, emphasized the strategic value of the deal: “This acquisition reinforces Wildstone’s commitment to redefining digital outdoor advertising. We’re excited to bring fresh innovation to these iconic sites, working with talented architects to elevate their appeal to advertisers. A huge thank you to the incredibly dedicated team at TfL, without whom this project wouldn’t have been possible.”
The transaction aligns with Wildstone’s ambitions to expand its global footprint in the Out of Home (OOH) advertising sector. Analysts note the growing demand for digital billboards in high-visibility urban areas, driven by their ability to deliver targeted, dynamic content.
