Provantage Media Group has acquired a majority stake in Global Outdoor Systems, an African billboard company with a footprint in a large number of African markets. The acquisition has resulted in the formation of a new entity known as Provantage Global, which will run the group’s African operations.
Global Outdoor Systems, which was established in 2000, is a media owner with fully established operations in ten African countries and affiliations with a further seven. Its offices deliver to an additional four neighbouring countries. A partner to 21 of the top 25 most admired brands in Africa, the company is known for standard billboards but also for 3D media, digital and airport advertising, spectaculars, street furniture and custom designs.
Leveraging Global Outdoor Systems’ existing infrastructure in various African countries will allow PMG to launch new media and services, as well as expand its existing highly successful media businesses: ProActive, TransitAds, MallAds, AirportAds and Field Sales. In addition, Provantage Global will be able to take advantage of existing local offices, market knowledge, and the hands-on operational teams to offer a more comprehensive solutions-based OOH media portfolio to clients in each country.
Jacques du Preez, founder and MD of Provantage Media Group, said, ‘We are delighted to announce the acquisition of Global Outdoor Systems and the formation of Provantage Global – a natural progression in terms of our desire to further expand into Africa. This has long been part of PMG’s growth strategy and will enable us to earn foreign currency. Having credible, owned infrastructure in a large number of African countries will give us further traction on the continent and offer a wider footprint and portfolio of media services to our clients, both local and international.’
Neil Page, director of Provantage Global, said, ‘This acquisition will provide the impetus to take Global Outdoor Systems’ service offerings to the next level, and bring a wider scope for growth within the existing markets and provide a catapult for expansion into the rest of Africa. Under the new guise of Provantage Global, we are set to become the leading OOH provider on the African continent.’