Ocean is a boutique media company that fills a unique position in the Outdoor advertising landscape. Specialising only in large-format digital, iconic landmark and super-premium banner locations, Ocean creates inspirational canvases for inspirational advertising.
Deal Information
In May 2012 LDC invested in the £35million buy-out of Ocean Outdoor.
Ocean is the leading operator of digital 'Out of Home’ (‘OOH’) advertising sites.
LDC’s investment secures Ocean Outdoor’s independence and provides the company with the resource to continue to develop its leading position in the iconic, large-format digital and banner outdoor advertising market.
Ocean operates 28 sites in the UK, which include the UK’s top two digital locations (Two Towers West on the Hammersmith flyover and Eat Street at Westfield Shopping Centre, both in West London) and the top banner locations in London (the IMAX cinema) and Birmingham (Snow Hill).
The premium nature of Ocean’s iconic sites has attracted a long list of global brands, including Apple, Chanel, Burberry and BMW. Ocean’s strategy has been to target specific advertising categories and key clients within these categories, many of which would not be expected to be seen on Out of Home advertising sites. For example, Bentley became the first supercar brand to use the OOH format in the UK when it recently (2012) advertised on Ocean’s Holland Park roundabout site in West London.
Ocean’s sites are strategically positioned where there is a predominance of AB and ABC1 socio demographic groups – particularly attractive to premium brand advertisers – and very high footfall. For instance, every month some 7.6 million drivers pass its Hammersmith flyover sites and 5.6 million pass its Holland Park roundabout site.
LDC’s backing will allow Ocean to further expand in London, its strongest market, strengthen its coverage across the UK’s top ten cities and accelerate its focus on improving the interactivity of its digital sites with smart phones to improve consumer experience and revenues.