Mayfair Equity Partners has completed a management buy-out of i-media, a leading UK Digital Out of Home media owner, to enhance its digital screen network and data capabilities in the growing advertising market.

Target Company Overview

i-media is a rapidly expanding Digital Out of Home (DOOH) media owner, recognized for its exclusive advertising rights across the UK's Motorway Service Areas (MSAs). With a strong foothold, i-media has built the largest network of full motion large-format digital screens at MSAs through strategic partnerships with key operators such as Moto, Welcome Break, Roadchef, and Extra. With a presence at 130 roadside locations, the company effectively reaches an average of 6.3 million weekly visitors and over 31 million unique visitors annually.

The company’s sophisticated closed-loop network employs data analytics, including Automated Number Plate Recognition (ANPR) technology, to enhance audience targeting. This allows the delivery of relevant advertising tailored to the characteristics of vehicles at MSAs, providing advertisers like Disney+, McDonald's, and the VW group with a measurable return on investment through dynamic, contextual ads.

Industry Overview in the UK

The UK Out of Home (OOH) advertising market was valued at £1.3 billion in 2023, representing a significant sector within the advertising landscape. OOH advertising is known for its powerful broadc