Global to acquire one of the UK’s largest digital media owners, Alight Media, in a bid to strengthen its OOH capabilities and expand reach.
Global has reached a deal to acquire Alight Media for an undisclosed sum.
Alight Media, a digital media company, has a portfolio of over 1,500 classic and digital billboards for out-of-home (OOH) ads and more than 4,000 digital screens in hospitality and leisure environments.
Global has been modernising and simplifying outdoor media for advertisers, including DAX – it’s Digital Ad Exchange system. DAX is a programmatic platform launched by Global in 2014 to connect brands and media buyers with audiences by placing targeted ads across digital and OOH.
This acquisition will increase Global’s reach across the UK, through Alight Media’s extensive high-quality outdoor infrastructure, which includes roadsides, city centres and transport.
Global’s long-standing sales and creative capabilities will be used in collaboration with Alight Media’s customer relationships and market experience to give partners and advertisers better choice.
OOH advertising reaches as much as 98% of the UK population each week, according to Route research, offering brands to engage with broad audiences.
Outsmart estimated that OOH generated £1.44bn in 2025, which represents a 2.6% year-on-year increase, which illustrates the potential of this as a viable marketing channel.
Simon Pitts, group chief executive of Global, said: “Alight has an impressive digital Outdoor estate with excellent customer relationships and a geographical reach that complements Global’s existing Outdoor business.
Combining Alight Media with Global will enhance the whole Outdoor sector by offering advertisers even greater reach across the UK, as well as improved access to our best-in-class technology, self-service and programmatic solutions. This is brilliant news for advertisers of all sizes.”
Global is expandings its Outdoor sector as part of a wider strategy to invest in new tools and capabilities for advertisers. Digital is expanding quickly, but continued diversification for Global offers partners greater flexibility across all channels.
The media company has been investing in self-serve tools for smaller brands, including those which may not have used outdoor advertising before.
Matthew Dearden, chief executive and co-founder of Alight Media, added: “I’m incredibly proud of the great team at Alight and all that we’ve achieved together. Since launching in 2019 we’ve built a successful business and established an outstanding estate that engages valuable and unique audiences.
“Joining forces with Global is an exciting opportunity to build on that success and drive the next phase of growth. Global’s expertise, innovative technology, and unique planning and booking tools, will supercharge what we can offer customers so we can build on delivering outstanding digital Outdoor solutions for advertisers.”
