Tractor Outdoor acquires Boutique Media Company UrbanSigns

Tractor Outdoor acquires Boutique Media Company UrbanSigns

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, during the initial partial acquisition of UrbanSigns four years ago, a joint venture between the two companies was launched – a separate entity called “urbantrac”. By merging the two companies’ portfolios, customers were able to benefit from access to multiple OOH locations and thereby maximize their reach. The company now plans to get rid of urbantrac and consolidate everything under the Tractor Outdoor umbrella.

Tractor Outdoor is a national Out of Home (OOH) media owner, specializing in connecting brands to consumers through its traditional and digital inventory network, as well as 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 intent behind both moves being to aggressively accelerate Tractor’s DOOH growth strategy over the next few years.

Cathy W. Howerton