Outdoor media owner, 75Media, which has offices in Glasgow and Edinburgh, has acquired 60 new classic 48-sheet roadside billboards across the Scottish central belt, ratcheting its total estate in the country from 138 to 198.

These strategic acquisitions not only strengthen 75Media’s growing market dominance, but also reinforces its commitment to classic paper billboards as a powerful out-of-home medium, trusted by millions of consumers.

The new sites will further boost 75Media’s broadcast reach in the country’s top towns and cities. More sites have been added in Glasgow, Renfrewshire, Edinburgh and Lanarkshire, targeting new postcodes for the company, which now also has its first sites in Ayr, Falkirk and Grangemouth. 75Media’s portfolio stretches as far north as Aberdeen.

Mark Russell, Business Director in Scotland for 75Media, said: “At 75Media, we are big fans of the classic billboard and it’s an area we want to continue to invest in, as well as digital sites. Classic paper billboards give clients the opportunity to have a standalone presence in key target areas and they can be utilised in so many different ways. That includes long term holds, directional messages and proximity campaigns, offering a great chance for businesses to stand out from their competition and communicate important messages to the local community.”

Alex Simpson, Operations Director at 75Media, added: “This acquisition marks a game-changing shift for the business as we continue our swift and ambitious expansion across the UK, delivering unprecedented audience reach for our advertisers. We now have 1,175 billboards across the entirety of the UK.

“The acquisition of these sites into our portfolio demonstrates our support for paper as a trusted out-of-home medium, and one which is highly effective at delivering brand fame at-scale. However, it’s clear the world is continuing to digitise and that’s why it’s important to continue growing both elements of our roadside portfolio. We will analyse and review all of the classic sites in our estate to determine whether they would be better digitised as part of the ongoing strategy and development of our business.”

In tandem with this rapid growth in classic estate, the company has also revealed it will now be printing all its posters on 100% recycled paper using vegetable inks. This sustainable switch comes just two months after the company unveiled its ESG strategy which commits the business to becoming net zero by 2040.