Network Rail extends Global contract for roadside OOH

Network Rail has signed a seven-year extension to its roadside outdoor advertising contract with Global, which covers a vast portfolio including sites in high-profile city locations, following a competitive pitch.

The estate is claimed to be the biggest roadside contract in the UK, with Global awarded exclusive rights to manage the advertising for over 1,400 sites, ranging from classic formats through to digital billboards across cities including London, Manchester, Birmingham, Edinburgh and Leeds, with a further investment for more than 100 new digital screens on premium sites in city centres, set to be rolled out over the coming months.

All digital roadside screens on the Network Rail estate are available to advertisers via DAX, Global’s programmatic outdoor advertising digital ad exchange.

The company is already one of the largest outdoor media owners in the UK, with over 250,000 sites. It claims its portfolio reaches 95% of the UK population and includes 12 major airports, the London Underground, large and small format roadside posters, and 98% of the UK’s bus fleet.

Network Rail Property commercial director Hamish Kiernan said: “We’re pleased to continue our relationship with Global for a further seven years. We’re looking forward to seeing the ambitious investment plans come to fruition, creating some of the most premium and iconic digital screens across the country.

“Any advertising revenue generated across our portfolio is invested back into the railway, which means this partnership will not only deliver engaging content to millions but will also benefit our customers through rail reinvestment.”

Global director of commercial Chris Forrester added: “We’re delighted to have won the contract and look forward to working with Network Rail for another seven years.

“We have exciting investment plans, including creating incredible new digital screens across the country, which will join the fantastic portfolio of sites like the brand new Landmark at London Bridge and the striking Westway Tower near Paddington.

“Global is home to the most premium outdoor advertising estate in the UK and we’re proud to be UK’s biggest and brightest media partner operating across Outdoor, Audio and Digital.”

Global recently announced a 10-year partnership with BT to upgrade the nation’s payphones and roll out more digital hubs for local communities.