This is an excerpt feom the article but is an interesting look into the mindset of current management.
For Bell, the Outfront deal would add to its 45,000 advertising displays that are part of the Astral brand.
Dwayne Winseck, a professor at Carleton University’s School of Journalism and Communication, said the move would increase Bell’s share of the $622-million out-of-home advertising market in Canada from around 20 to 35 per cent.
“It would be the dominant player in this small part of the advertising market,” he said. “It would further buttress its cross-media advertising opportunities with more addressable ad targeting capabilities.”
But Winseck said there may be a larger motive by Bell “lurking in this deal” as the telecommunications company seeks to expand its footprint of 5G infrastructure.
He said 5G networks require thousands of small antennae to be placed in relatively close proximity to one another throughout service areas, which means companies need to be able to access key site locations such as street furniture and buildings.
“Companies deploying 5G … have to get permissions to access and locate their antennae on those things,” said Winseck.
“Is BCE really buying just an out-of-home ad business … or is it buying that and site locations that are essential to 5G in cities across Canada where Astral Media and Outfront Media have 50,000-plus sites? I think it’s the latter.”
Link to the full article:
https://www.winnipegfreepress.com/business/2023/10/23/bell-media-signs-deal-to-buy-canadian-business-of-outfront-media-for-410-million