Amscreen, Europe’s largest manufacturer of digital outdoor signage, has been rebranded to Bauer Media Outdoor Technic following its acquisition by Bauer Media Outdoor (BMO) at the end of last year.
The move was announced this morning at the Bauer Media Outdoor Way Ahead event. The new Technic division will drive screen innovation and ensure end-to-end quality and development control.
BMO also announced the addition of first-party data to AdAstra, its audience planning platform, which is powered by Bauer Media’s audio and publishing estates.
This will enable advertisers to reach segments such as car buyers, fashion fans, families, entertainment audiences and luxury shoppers through both traditional and programmatic channels.
This addition speaks to BMO’s continued ambition to grow; for instance, it aims to expand its Adshel Live network to 4,600 screens by the end of 2026.
Its focus will be on expanding its national footprint as part of the “Life Beyond London” proposition, enabling brands to reach 85% of UK audiences outside the M25.
This, coupled with new planning options such as Adshel Live Prime and the national Roadblock takeover, will give brands greater flexibility to combine national coverage with high-impact activations.
BMO also signalled its ambitions to expand its premium large-format presence, citing the recently launched Storm Leith Street site in Edinburgh.
There was also a clear long-term community commitment, with BMO announcing plans to install more than 100 new communication kiosks with defibrillators by the end of the year.
Transforming the UK’s public infrastructure is also a priority, with the continued installation of Milestone, a bus shelter range built with accessibility and sustainability central to its design.
Justin Cochrane, CEO of Bauer Media Outdoor said: “With Amscreen becoming part of the Bauer Media Group, it has strengthened our business growth plans.
“Bauer Media’s long-term investment mindset will help to accelerate innovation and expansion across our OOH portfolio, while we continue to embrace the ‘BMO Way’: being both a Platform for Brands and a Platform for Good.”
Bauer Media Group acquired Clear Channel’s Europe-North division in April last year — a deal first announced in January 2025.
As part of the acquisition, Clear Channel Europe-North was renamed Bauer Media Outdoor. This marked Bauer’s first foray into OOH.
Bauer completes Clear Channel Europe-North acquisition
Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry.
Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK.
SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart.
The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems.
Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.
