Global to acquire outdoor media owner Alight

The acquisition will combine Alight Media's digital estate with Global's technology, programmatic capabilities and advertising platforms to offer advertisers greater reach and more flexible campaign solutions.

Global has agreed to acquire UK digital out-of-home (DOOH) media owner Alight Media, in a deal aimed at expanding its national advertising network and strengthening its position in the Outdoor advertising market.

Alight Media operates a national portfolio of more than 1,500 digital 48-sheet and 6-sheet advertising panels, alongside more than 4,000 digital screens in leisure and hospitality venues. Co-founded by Matthew Dearden and Dave Huckerby, the company has established a presence in the UK Outdoor market since its launch in 2019.

Global expands its UK digital Outdoor network

The acquisition will complement Global's existing Outdoor portfolio, which covers roadside, transport and city-centre locations. The combined network is expected to provide advertisers with broader geographic coverage and access to a wider range of advertising formats and environments.

Global plans to integrate its technology and advertising capabilities with Alight Media's estate, making it easier for advertisers, agencies and media specialists to plan, buy and measure campaigns.

Technology aims to simplify Outdoor advertising

Since entering the Outdoor market in 2018, Global has invested in technology and tools designed to simplify campaign planning and buying. These include DAX, its digital advertising platform for Outdoor media, Global IQ, its data and effectiveness platform, and AdPower, a self-service advertising platform aimed at smaller and growing businesses.

The acquisition will extend the reach of these capabilities across Alight Media's network. Global also expects its sales and creative teams, alongside its agency relationships, to create further opportunities for Alight Media's existing customers and advertising partners.

Acquisition strengthens Global's investment in Outdoor

The deal reflects Global's strategy of expanding its presence in the Outdoor sector and increasing its competitiveness against other advertising channels, including digital platforms operated by Google and Meta.

Simon Pitts, Group CEO, Global: "We are delighted to announce our agreement to acquire Alight Media. Alight has an impressive digital Outdoor estate with excellent customer relationships and a geographical reach that complements Global’s existing Outdoor business.

Combining Alight Media with Global will enhance the whole Outdoor sector by offering advertisers even greater reach across the UK, as well as improved access to our best-in-class technology, self-service and programmatic solutions. This is brilliant news for advertisers of all sizes."

Alight Media targets further growth under Global

Matthew Dearden, CEO and co-founder, Alight Media: "I’m incredibly proud of the great team at Alight and all that we’ve achieved together. Since launching in 2019 we’ve built a successful business and established an outstanding estate that engages valuable and unique audiences.

Joining forces with Global is an exciting opportunity to build on that success and drive the next phase of growth. Global’s expertise, innovative technology, and unique planning and booking tools, will supercharge what we can offer customers so we can build on delivering outstanding digital Outdoor solutions for advertisers."

The acquisition is expected to close in the first quarter of 2027, subject to the required regulatory approvals. Until completion, Global and Alight Media will continue to operate as independent businesses.

www.global.com

www.alightmedia.com

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