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europe’s major street advertiser buys into russian counterpart - outdoor advertising
Under the terms, Degao will contribute its Russian assets to Russian outdoor companies from BigBoard Group, which has been operating in Russia and Ukraine.
At present, the agreement is pending and needs to be reversed
Monopoly regulatory authority approved
"Russia is the second largest economy in Europe. of-
The home advertising market has always been the strategic focus of JCDecaux.
We are very happy to work with a strong Russian partner, "Jean-
Francois Deco
Degao CEO said in a statement.
Degao had wanted to buy Russian Outdoor from Rupert Murdoch's new company (formerly known as the news outdoor company), which began selling his assets in Russia as early as 2008. But the agreement failed due to the economic crisis.
Russ Outdoor is considered a leading company in Russian outdoor advertising.
According to VTB Capital, the company received $0. 3 billion in revenue in 2011.
It operates in 80 Russian towns and has about 40,000 advertising systems.
However, experts say most of the rental period for the company's advertising system will expire in 2013, making it difficult to estimate the company's growth in the near future.
Last year, a 79% stake in the company was sold to a consortium for $0. 36 billion, including VTB Capital Equity, Alpha capital partner and Media founder Peter Hervey's marathon outdoor
VTB Capital said in a report that it had purchased 35% of Russ Outdoor for $91. 4 million.
The company said the market value of Russian outdoor sports was only $0. 256 billion, ranking fifth in its 2008 valuation.
Russ outdoor Maxim tkacev's CEO owns a 21% stake in the shares he holds in a deal with JCDecaux.
JCDecaux is one of the world's leading outdoor advertising companies operating in more than 54 countries and 165 airports with approximately 8900 employees.
The company announced $3.
Revenue last year was $4 billion, with a current market value of $5. 3 billion.
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