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Following its acquisition of a 50% stake in boutique media company UrbanSigns in 2018, leading out-of-home (OOH) media owner Tractor Outdoor has since announced that it will take over the rest of the business. According to the company, upon the initial part-acquisition of UrbanSigns four years ago, a joint venture between the two businesses was launched – a separate entity called ‘urbantrac’. Through merging the portfolios of both companies, clients were able to benefit from having access to multiple OOH locations and thus maximize their reach. The company now plans to do away with urbantrac and consolidate everything under the Tractor Outdoor umbrella.
Tractor Outdoor is a national Out of Home (OOH) media owner, which specializes in connecting brands to consumers through its network of traditional and digital inventory, as well as its transit networks and ambient platforms. This announcement follows the recent acquisition of a minority stake in Tractor Media Holdings by black-owned private equity and venture capital firm Hlayisani Capital; with the intention behind both moves being to aggressively accelerate the Tractor’s DOOH growth strategy over the next few years.