Admedia rebrands for a digital future

Admedia, the outdoor company that handles advertising sales at Motorway Service Areas (MSAs) across the UK, has rebranded to i media as part of ambitious plans to treble its digital estate of large-format Nexus screens. 

I media was bought recently by a consortium led by Jonathan Lewis the former CEO of Outdoor Plus and is also backed by ex-Mediacom global CEO, Stephen Allan. 

The company has a portfolio of 136 MSAs, within which it plans to build ‘significant numbers’ of digital six-sheets. 

Jonathan Lewis, i media CEO said: “The rebrand to i media is just the first step in a programme of rapid transformation in the environment and reflects the commitment to digitising and improving screen quality.

“The renaming ensures we are relevant to the next generation of media opportunity that brings outdoor advertising closer to the media mix. We are now embarking on our programme of rapid transformation to bring advertisers the best opportunity to reach a growing audience in an ever-improving environment in the most intelligent and accountable way.”