Equistone Partners Europe supports Talon in acquiring Out of Home Masters, enhancing its presence in the competitive Dutch OOH advertising market.

Target Company Overview

Out of Home Masters, founded in 2015 by Frank Hardenberg, has emerged as the largest independent Out-of-Home (OOH) specialist in the Netherlands. The company, based in Amsterdam, has established a formidable presence across not just the Netherlands, but also in Belgium and Luxembourg. Over the years, OOH Masters has developed a reputation for delivering innovative, data-driven advertising campaigns tailored for a diverse array of renowned brands and agencies, including Havas Media, Talpa Radio & TV, Hunkemöller, Coolblue, Enterprise, and Tony Chocolonely.

Industry Overview in the Netherlands

The Dutch Out-of-Home advertising market has experienced significant growth and transformation over recent years, driven by technological advancements and the increasing adoption of programmatic advertising. This growth has made it a favorable environment for agencies specializing in OOH media. The Dutch market is characterized by a robust infrastructure that supports digital screens and dynamic advertising formats, enhancing the effectiveness of campaigns.

Moreover, the increasing integration of data analytics into OOH advertising has led to more targeted campaigns, allowing brands to reach specific demographics in r