Wildstone Expands Its Aussie Footprint with Regional Billboard Acquisition

What’s the Deal?

Wildstone’s latest acquisition includes 14 digital and 38 classic billboard sites across key Victorian regions like Ballarat, Bendigo, Geelong, Shepparton, and Wangaratta. This isn’t just another portfolio grab—it’s Wildstone’s first major purchase in Australia, reinforcing their commitment to growing the local OOH market.

The deal follows a recent sale-and-leaseback agreement with Alliance Outdoor Media Group, which provided capital for new digital site development. Now, with TOM’s regional assets in hand, Wildstone plans to partner with media operators to manage advertising across these prime locations.

Why Does This Matter?

Wildstone isn’t just buying billboards; they’re reshaping how brands connect with audiences outside metro areas. Regional audiences are becoming a critical part of national campaigns, and with digital OOH (DOOH) continuing to rise, these locations offer advertisers a powerful way to engage new markets.

Noel Cook, Managing Director for Wildstone Australia, summed it up:
“We’re thrilled to complete our first acquisition in Australia, particularly one that strengthens our regional presence. Digitisation is transforming OOH, and this deal helps regional areas tap into that shift. We’re excited to support media operators and expand our footprint across both regional and metro locations.”

A Win for Regional OOH

For TOM, this acquisition is a testament to the strength of regional OOH advertising. Managing Director Ged Hart highlighted the strong demand from advertisers and expressed confidence in Wildstone’s ability to unlock even greater opportunities for these sites.

“We’re incredibly proud of the premium regional assets we’ve built in Victoria. With Wildstone’s expertise, these sites will continue to thrive and offer even more value to advertisers looking to reach regional audiences,” said Hart.

The Bigger Picture

This acquisition isn’t just a one-off move—Wildstone has been making waves globally, with recent buys in Germany and Spain. Their portfolio now spans over 5,400 billboards across six countries, with a strong track record of digitising sites and driving revenue growth.

For brands and advertisers, this means more high-impact locations, better targeting capabilities, and a stronger OOH ecosystem in Australia. With Wildstone’s vision and investment, expect regional advertising to become a bigger, smarter, and more dynamic part of the marketing mix.