i-media, a rapidly growing Digital Out-of-Home (DOOH) media owner in the UK, has received significant investment from Mayfair Equity Partners, a specialist investor in technology and media sectors. The investment will enable i-media to accelerate the expansion of its digital advertising screens across the UK’s Motorway Service Areas (MSAs) and enhance its data-driven advertising capabilities.
i-media holds exclusive advertising rights at 130 MSA locations through partnerships with major operators such as Moto, Welcome Break, Roadchef, and Extra. These high-dwell environments give advertisers access to over 6.3 million weekly visitors, reaching more than 31 million unique visitors annually. With large-format digital screens, i-media provides brands with a valuable platform to engage UK motorists through dynamic, targeted advertising.
The investment from Mayfair will support i-media in further rolling out its digital screen network and expanding its programmatic advertising capabilities. Programmatic advertising enables real-time, data-driven campaigns that enhance the effectiveness of DOOH, allowing advertisers to deliver highly targeted messages to their audiences.
“We are excited to partner with Mayfair to continue our growth journey,” said Jonathan Lewis, CEO of i-media. “This investment will allow us to enhance our data capabilities, expand our digital footprint, and deliver even more value for advertisers.”
i-media’s platform utilizes advanced technologies, including Automated Number Plate Recognition (ANPR), to deliver personalized, contextually relevant advertisements based on vehicle data such as make, model, and age. This technology enables advertisers to target specific audiences and measure the effectiveness of their campaigns in real-time. Brands such as Disney+, McDonald’s, and VW Group have already used i-media’s network to engage with consumers.
Growing UK DOOH Market
The UK’s Out-of-Home (OOH) advertising market was valued at £1.3 billion in 2023, with digital OOH growing rapidly due to its ability to reach broad audiences with flexible, data-driven campaigns. Programmatic technologies continue to drive growth in the sector, providing brands with new opportunities to target consumers in real-time and optimize their marketing strategies.
Mayfair Equity Partners, managing over £2 billion in assets, has a strong track record in the media and AdTech sectors. Previous investments include Talon Outdoor, an OOH specialist, and LoopMe, a mobile advertising platform. Mayfair’s expertise aligns with i-media’s ambitions to become a leading provider of digital solutions in the UK advertising market.
“i-media has built a powerful digital network and offers a unique opportunity for advertisers to engage with audiences on the move,” said Bertie Aykroyd, Partner at Mayfair Equity Partners. “We are excited to work with Jonathan and the i-media team to support the next stage of their growth.”
About i-media
Founded in 1995, i-media has been a key player in motorway advertising for over 25 years. The company delivers intelligent, data-driven advertising solutions to connect brands with UK motorists. Its network includes digital screens, experiential advertising, and in-app solutions, creating a multi-channel approach that maximizes audience engagement.
Website: https://i-media.co.uk/
