What OOH Capital does

OOH Capital is a London-headquartered, globally distributed advisory firm dedicated exclusively to the Out-of-Home (OOH) advertising sector. Founded in 2020 by Tom Goddard (former Chairman of Ocean Outdoor and former CEO of CBS Outdoors' international division) and Annie Rickard (co-founder of Posterscope), the firm operates a partner-led consulting model with senior practitioners embedded across Europe (London, Amsterdam, Milan, Barcelona), the Americas (Miami, Washington DC), Asia Pacific (Shanghai, Tokyo, Kuala Lumpur, Bangkok, Mumbai) and the Middle East/Africa. Its stated remit spans the full advisory lifecycle: M&A due diligence and sell-side advisory, digital and business transformation strategy, OOH technology platform evaluation, audience measurement and analytics, smart city and urban media development, and procurement or tender support.

Monetization is through project-based professional services engagements rather than a software product or recurring license. The client base is horizontal across four buyer types: OOH media owners and operators (e.g., Bauer Media, Multiply Media Group, Outernet, Plan B Media, Mayfair Equity's I Media target), cities and municipalities (e.g., City of Barcelona), private equity and financial investors (e.g., Mayfair Equity Partners), and technology or equipment suppliers (e.g., Absen Group, Quividi via its CEO/advisor Laetitia Lim). The firm is not a technology vendor; its core deliverable is senior judgment, sector access and transaction support, and its brand pitch emphasizes independence ("no ties to specific technology or media owners") with partner-level accountability.

Operationally the firm runs lean: firmographics record 1–10 employees on payroll while the listed partner headcount is approximately 14, and many partners simultaneously run their own regional OOH businesses or agencies. The chairman sits as President of the World Out of Home Organization (WOO), which functions as a primary demand-generation channel alongside partner-led thought leadership (blog content, conference speaking, industry-body board roles). Notable 2025 engagements include advising on Bauer Media's $625 million acquisition of Clear Channel's European assets, brokering Times Square Tower 1 and Tower 2 inventory access for Thailand-listed Plan B Media, advising Mayfair Equity on its acquisition of I Media, completing a first sell-side mandate on the sale of London Lites to Multiply Media Group, advising on the US launch of SOMO (a 2,000-unit car-top advertising network in NYC), and a global advisory mandate with Absen Group, the world's largest LED display exporter.

Name

OOH Capital

Legal name

OOH Capital

Website

https://oohcapital.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

OOH Capital is a London-based, partner-led global advisory firm dedicated to the Out-of-Home advertising sector, providing M&A due diligence, digital transformation, urban media and smart-city strategy to OOH media owners, cities, private equity investors, and technology suppliers across six regions.

Ownership category

akta.pro rank

Product category

Advertising & Media Consulting

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

akta.pro secondary industries

Out-of-Home (OOH) Media Planning & Buying (MPAAABAG), OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK), OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI)

Keywords

• Out-of-home advertising consulting
• Media advisory services
• Strategic OOH consulting
• Media M&A advisory
• Urban media consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategic Advisory and Consulting: OOH Capital provides strategic advisory services to OOH media owners, cities, investors, and technology companies. Services include M&A due diligence, business transformation, digitisation strategy, market evaluation, and urban media consulting. Revenue is generated through professional service engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

OOH Capital is a global consultancy providing strategic advisory services to the Out-of-Home (OOH) advertising sector. The firm advises media owners, cities and municipalities, investors/private equity firms, and technology suppliers on M&A due diligence, business transformation, digital strategy, market evaluation, and urban media/smart city development. Engagements are delivered by a distributed network of senior partners with decades of OOH industry experience across more than 75 countries.

Product overview

OOH Capital is a global consulting/advisory firm specializing in the Out-of-Home (OOH) advertising sector. Rather than offering a technology product, the company provides a unified suite of strategic consulting services including investment advisory, business transformation, market research and audience insights, digital transformation strategy, and smart city development advisory. These service offerings are delivered through their team of global partners across multiple regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment and Opportunity Advisory

Quantifiable outcome

• Brokered Times Square Tower 1 and Tower 2 access for Plan B Media
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, key engagement and key transaction.

• Absen GroupcoreStrategic or Co-development Partner · 18 October 2025Absen Group, the world's leading LED display products and service supplier, retained OOH Capital in a wide-ranging advisory role to boost its ambitious international development plans and provide support in areas such as Sustainability, Marketing and Brand Strategy. Absen has been No. 1 by export value among Chinese LED display exporters for 12 consecutive years and does business in over 140 countries.
• GPO Vallas / SOMO / Ara Labs / MTBOTkey engagementStrategic or Co-development Partner · 16 September 2025GPO Vallas retained OOH Capital (including Sheldon Silverman and Stephen Freitas) as advisors on the US launch of SOMO, a car top advertising network in partnership with Ara Labs and the Metropolitan Taxicab Board of Trade (MTBOT). SOMO operates 4,000 screens in 2,000 digital car top advertising displays in NYC generating over 3 billion monthly impressions, with plans to scale globally.
• Bauer Media GroupcoreStrategic or Co-development Partner · 1 February 2025Bauer Media Group engaged OOH Capital to provide strategic advice throughout the due diligence and acquisition process for Clear Channel's European assets. The $625 million acquisition was completed in February 2025, extending Bauer's OOH presence to 12 markets with 1,400 staff and 110,000 OOH sites across Europe.
• London Lites / Multiply Media Groupkey transactionStrategic or Co-development Partner · 1 January 2025OOH Capital advised London Lites, its Founder Sam Dayeh, and the wider management team on the successful sale of the business to Multiply Media Group (MMG). This marked OOH Capital's first sell-side mandate. Multiply Media Group's acquisition strengthens its global DOOH footprint with more than 65 premium digital assets operating under BackLite Media UK.
• Mayfair Equity Partnerskey transactionStrategic or Co-development Partner · 1 January 2025Mayfair Equity Partners, a leading London-based private equity business, engaged OOH Capital to evaluate and appraise their business plan for the acquisition of I Media. Mayfair successfully acquired I Media in 2025. Bertie Aykroyd noted OOH Capital provided invaluable insights through the evaluation and due diligence process.
• City of Barcelonakey engagementStrategic or Co-development PartnerThe City of Barcelona sought OOH Capital's expertise to prepare for a new street furniture contract, aiming to maximize value for the city and citizens. OOH Capital delivered a detailed report covering review of existing contracts, market overview and OOH trends, product evaluation, and sustainability and revenue optimization.
• Plan B Mediakey transactionStrategic or Co-development PartnerPlan B, one of Southeast Asia's largest listed OOH companies headquartered in Thailand, engaged OOH Capital to secure advertising assets in Times Square, New York. OOH Capital brokered a groundbreaking deal with OUTFRONT Media and New Tradition, giving Plan B share-of-voice access to Times Square Tower 1 and Tower 2 screens.
• Outernetkey engagementStrategic or Co-development PartnerOOH Capital was engaged to evaluate the Now Building's OOH assets at Outernet in Central London and assess 5-year revenue potential, combining all screens and experiential spaces. The engagement included business plan review, comparable asset analysis, audience demographics, historic revenues, and future revenue potential assessment.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• EY-Parthenon: Global strategy consulting arm of EY. Broad incumbent in M&A and operational advisory, including media. Competes for OOH transaction advisory mandates with much larger delivery capacity.
• Arthur D. Little: Global management consulting firm where OOH Capital partner Carlos Viladevall worked. Broad incumbent in strategy consulting with relevant overlap in digital transformation and media advisory.

Emerging players

• Hivestack: DOOH ad exchange and programmatic platform. Competes in the OOH measurement/data/attribution space where OOH Capital also advises; emerging programmatic OOH player.
• Quividi: AI-powered computer-vision audience measurement for DOOH and retail media. Laetitia Lim is CEO of Quividi and also a Partner at OOH Capital; thematic overlap in OOH measurement and data strategy.
• Vistar Media: OOH programmatic supply-side platform. Adjacent peer — OOH Capital advises on OOH programmatic strategy, and the firm has relationships with OOH Capital partners through industry events; overlap is in the programmatic/measurement dimension.

Direct peers

• Rapport (IPG Mediabrands): IPG's global OOH specialist agency. Direct peer offering OOH planning, buying, and consultancy services within the IPG holding company ecosystem.
• Altermark: OOH consultancy where OOH Capital partner Claudia Damas founded the Americas division. Provides comparable OOH strategic advisory and data platform services, with a stronger emphasis on data products.
• NABB (Nationaal Adviesbureau Buitenreclame): Dutch specialist OOH consultancy co-founded by OOH Capital partner Fred Kuhlman. Direct peer advising cities and municipalities on OOH tenders, very comparable to OOH Capital's city-side advisory work.
• Kinetic (GroupM / WPP): Global OOH agency within GroupM. Several OOH Capital partners (Stephen Freitas, Claudia Damas) previously held leadership roles at Kinetic. Direct competitor in OOH planning, buying, and analytics advisory.
• Posterscope (WPP): WPP-owned specialist OOH agency founded by Annie Rickard in 1983. Direct peer in OOH media planning, buying, and strategy services, though much larger and integrated into WPP's media investment portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/oohcapital

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OOH Capital