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No more Obstacles for the Acquisition of News Outdoor Poland by Ströer
Antitrust authority approves acquisition / Purchase price of approximately 26 million EUR / Ströer Group becomes the biggest out-of-home provider of large scale advertising faces in Poland
In Ströer's assessment, the company will gain a market leading position with this step in Poland, besides Germany and Turkey. So far, the Polish market has been considered as strongly fragmented. Long booking periods of up to four weeks and lacking planning tools have artificially decelerated the growth of the out-of-home advertising industry. The world economic crisis has additionally strained the situation as substantial developments could not be observed.
"The acquisition of News Outdoor Poland is the kickstart for the consolidation of the Polish out-of-home advertising market. Additionally, the proven valuation and planning instrument POSTAR, for the first time, will ensure reach analysis and performance records - a system which has successfully been developed in England over 10 years ago.
At the same time, the reduction of booking periods from four to two weeks will set significant impulses. The economic forecasts for the Eurozone and especially for Poland will support the positive development of the out-of-home advertising industry. Following the increase of our stake in the Turkish joint venture Ströer Kentvizyon, we have now started with the second transaction announced in our IPO," says Udo Müller, co-founder and CEO of the Ströer Group.
News Outdoor Poland was previously a subsidiary of News Corporation. In fiscal 2008/2009, which ended on June 30, 2009, the company generated sales revenues of Polish Zù 70 million (about 17.2 million EUR) and marketed around 3,300 advertising faces in the premium segment across the country.
As a result of the transaction, which integrates potentials of both companies, Ströer will be represented with around 20,800 advertising faces in over 200 cities in Poland, strongly strengthening its position in the top 25 cities with more than 100,000 residents.
"The acquisition of News Outdoor Poland secures Ströer Poland its leading position in the most attractive advertising format of 6x3 square metres. Now, we are able to offer our clients even more comprehensive advertising campaigns combining outreach and best quality," says Janusz Malinowski, CEO of Ströer Poland.
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