Wildstone expands Spanish portfolio as local market grows
Europe’s largest owner of OOH assets acquires new sites across Madrid, Alicante and Córdoba in first stage of partnership with prominent Spanish media operator Alpha Media Group. Wildstone, the leading owner of outdoor media infrastructure across the UK and Europe, has partnered with Alpha Publicidad Exterior, one of Spain’s most well-known out-of-home (OOH) media operators, to drive further growth and innovation across Spain’s flourishing OOH market.
The strategic partnership will see Wildstone and Alpha develop opportunities to accelerate the digitisation of Spain’s OOH market. The first stage of the partnership involves the launch of seven new locations across the Madrid, Alicante and Córdoba provinces. The sites all feature digital large format screens, ranging in size from 8m x 3m to 16m x 6m. Two of the new billboards, each measuring 8m x 3m, are located on the Avenida Comunidad Valenciana in the Benidorm district of Alicante. A third screen, measuring 16m x 6m, has been unveiled in the Villafranqueza neighbourhood, also in Alicante and is seen by over 900,000 viewers each week.
Further large format digital billboards have been installed in both Córdoba and Madrid. The new Córdoba screen, which lies on the outskirts of the city, will measure 8m x 3m, while the three Madrid billboards range from 8m x 3m to 12m x 5m.Wildstone and Alpha will also be looking to leverage the partnership to further develop their revenues and share of the Spanish market. Wildstone currently owns over 2,000 outdoor advertising panels across Spain, having entered the market in 2022 via acquisition of Redext Group, while Alpha has built up a portfolio of over 3,500 panels over the last 27 years.
OOH ad spending in Spain is set to reach $418.20m (€384.04m) this year, with new technologies (such as programmatic) and changing customer preferences driving the growth of digital out-of-home. The DOOH market is forecast to grow by over 9%, to $243m (€223.15m), by 2029 as a result. Wildstone’s Spanish expansion forms part of the company’s broader strategy for international growth. In addition to the Spanish acquisitions, the business has also recently announced new acquisitions in both Germany and Australia. These new acquisitions add to Wildstone’s current portfolio of more than 5,400 billboards across six countries. In its home market of the UK, Wildstone has emerged as the leader in both OOH asset ownership and the digitisation of classic OOH assets. Over the past four years, the company has digitised more than 1,000 billboards across the country, in the process facilitating the growth of several key media operators.
Carlos Pestaña, Managing Director, Wildstone Spain said: “Alpha is a prominent player in Spain’s OOH sector, and with Spain’s OOH market ripe for digitisation, our partnership presents a golden opportunity to drive transformation and change. Wildstone’s digitisation 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, Alpha Publicidad Exterior said: “At Alpha, we envision a future where Large Format Outdoor Advertising is completely reinvented, moving away from the traditional perception of the medium. This new vision will attract both large and small brands, including those currently confined to the online space, as they ‘discover’ a new communication channel—one that is much more exclusive and impactful, deeply connecting with their audience—the digital large format. 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 maximise revenue. We are thrilled with our initial sites and look forward to future projects together.”
Carlos Pestaña, Managing Director, Wildstone Spain said:
“Alpha is a prominent player in Spain’s OOH sector, and with Spain’s OOH market ripe for digitisation, our partnership presents a golden opportunity to drive transformation and change.
“Wildstone’s digitisation 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, Alpha Publicidad Exterior said: “At Alpha, we envision a future where Large Format Outdoor Advertising is completely reinvented, moving away from the traditional perception of the medium. This new vision will attract both large and small brands, including those currently confined to the online space, as they ‘discover’ a new communication channel—one that is much more exclusive and impactful, deeply connecting with their audience—the digital large format. 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 maximise revenue. We are thrilled with our initial sites and look forward to future projects together.”
