DooH networks at highway service stations are popular advertising platforms that investors have taken notice of: In a recent management buy-out, Mayfair has acquired I-Media, the UK's largest DooH service station network.
DooH: New Owners for Service Station Network
Trough a management buy-out, Mayfair Equity Partners has acquired a majority stake in I-Media. The financial investor now holds a majority share in the DooH network operator alongside I-Media’s management team.
I-Media runs the largest roadside DooH network in the UK, featuring nearly 500 LCD displays and 200 large-format LEDs across service area operators Moto, Welcome Break, Roadchef, and Extra. With a presence at 130 locations, I-Media reaches an average of 6.3 million visitors per week and over 31 million unique visitors annually, all with a very high dwell time.
I-Media’s data-driven campaign playout and rapid growth is what attracts advertising customers, but also appeals to investors. Under the leadership of industry veteran Jonathan Lewis, I-Media’s turnover has increased fivefold in the past three years.
Mayfair Equity Partners has now acquired I-Media in partnership with its management team. Their goal is to accelerate the rollout of new DooH screens, invest in data capabilities, and expand opportunities in programmatic OoH advertising.