Wildstone, a leading owner of outdoor media infrastructure in the UK and Europe, has formed a strategic partnership with Spain’s Alpha Publicidad Exterior to drive digitization and growth in Spain’s out-of-home (OOH) advertising sector. The collaboration will focus on expanding large-format digital billboards and enhancing market share across key Spanish regions.
The partnership’s first phase includes deploying seven digital billboards in Madrid, Alicante, and Córdoba. Two 8m x 3m screens are positioned on Avenida Comunidad Valenciana in Benidorm (Alicante), while a 16m x 6m billboard in Alicante’s Villafranqueza neighborhood reaches over 900,000 weekly viewers. Additional installations include an 8m x 3m screen in Córdoba and three Madrid billboards ranging from 8m x 3m to 12m x 5m.
Wildstone entered the Spanish market in 2022 through its acquisition of Redext Group, now owning over 2,000 panels. Alpha, with 27 years in the industry, operates more than 3,500 panels. Together, the companies aim to leverage their combined portfolios to capture a larger share of Spain’s OOH sector, projected to generate $418.20 million in ad spending this year. DOOH is expected to grow by over 9% to $243 million by 2029, fueled by programmatic advertising and shifting consumer preferences.
Carlos Pestaña, Managing Director of Wildstone Spain, stated: “Alpha is a prominent player in Spain’s OOH sector, and with Spain’s OOH market ripe for digitization, our partnership presents a golden opportunity to drive transformation and change. Wildstone’s digitization of traditional OOH assets has been a huge success in the UK. Now, our initiatives with Alpha mark the next stage of the plan to replicate this success in Spain.”
Sergi López, CEO of Alpha Publicidad Exterior, added: “From the very beginning, we knew there was a special connection between Alpha and Wildstone: we share the same vision for the future of outdoor advertising, where digital technology and innovation merge to create impactful experiences. We were drawn to Wildstone’s impressive track record in the UK, which complements our expertise in the local market. This partnership allows us to accelerate growth and maximize revenue.”
