JC Decaux, Europe’s largest outdoor advertising group, is continuing its assault in large-format backlit billboards with the acquisition 19 London sites from CB Advertising.
Decaux will rebrand the billboards under its Premiere portfolio of landmark locations, with 150 London sites and another 100 nationwide.
The 400 sq ft boards are mainly on congested arterial and main roads, including Kew Bridge, Chiswick roundabout, the Blackwall Tunnel and the Great West Road. The backlit billboard market is growing by 25 per cent a year, compared with eight to nine per cent for outdoor as a whole, with advertisers such as BA, Channel 4, ITV and Virgin Trains embracing the medium.
JC Decaux sales director Spencer Berwin says: “This is about us trying to make sure we have that market sewn up. CB had some extremely enviable locations and we wanted them.” Decaux, which will rebrand and modernise the billboards, may also change some of the formats. The deal is effective from September.