Rontec is the latest fuel retailer to partner with outdoor media company Wildstone in a project that will see digital advertisement boards installed across its forecourts.
Planning documents reveal Rontec is working with Wildstone to “modernise existing advertising infrastructure across its portfolio”, with the media company managing the application process in conjunction with property firm Carter Jonas, and handling advertising sales once the boards are installed.
In March this year Rontec was given the go ahead by Hull City Council to install a 1m by 1.7m digital ad board next to the pole sign at its Leads Road site. The company is now seeking permission from Ipswich Borough Council to do similarly at its Spring Road site in the town, replacing a non-digital board by the site’s exit with a digital one.
The project echoes those of other large-scale forecourt firms, who are turning to digital advertising to maximise their sites’ revenue.
Earlier in the year MFG signed a 25-year deal with Wildstone to digitise hundreds of advertising boards across its estate, with the Top 50 Indie saying its relationship with the ad company had already “exceeded expectations in creating a new revenue stream”. MFG is also working with GIG Retail to install indoor ad screens across its portfolio.
Park Garage Group, meanwhile, is installing digital ad screens at some of its sites with Wildstone, which last year signed an £80m, 99-year lease deal with Transport for London for 13 giant screens at prominent road and rail locations in the capital.
The outdoor media company is owned by Antim Infrastructure Partners, a French private-equity outfit with around £29bn under management that has invested significantly in chargepoint firm Raw, and previously owned Roadchef, selling the MSA operator for £900m in 2022.
