MFG has chosen out-of-home advertising firm Wildstone to digitise “hundreds” of advertising boards as it cements its partnership with the outdoor media firm.
Back in 2024 MFG chose Wildstone to install digital ad screens across its “undeveloped” estate as part of a 25-year agreement.
That deal has so far seen 253 ‘D6’ (1.2m by 1.8m) screens added across MFG’s portfolio, while the new agreement will bring hundreds more, with screens being added across some of the 337 Morrisons forecourts MFG bought two years ago.
MFG is not alone in partnering with Wildstone: at the beginning of the year we revealed how Top 50 Indie Park Garage Group had also joined forces with the firm to roll out digital billboards.
MFG’s estates manager, Tom Butcher, says Wildstone has “exceeded expectations in creating a new revenue stream for MFG”, adding that the company is “excited to expand the partnership”.
Danielle Finch, business development manager with Wildstone, comments:
“The first stage of our partnership has been extremely successful, delivering outstanding results for all parties, and we’re excited to continue this progress with the digitisation of MFG’s existing OOH assets alongside their recently acquired Morrisons portfolio.”
Digital advertising screens are not without controversy, though, often running into difficulties with local residents and planning authorities, typically over concerns relating to the potential they have to cause driver distraction, and the impact they can be perceived to have on an area’s character.
