What Route Media does

Route Media is a privately held UK out-of-home (OOH) advertising specialist founded in 2018 and headquartered in Cardiff at 10 Stuart Court, CF11 8QF. Operating as a subsidiary of the diversified Dragon Group (which also includes Dragon Signs, Dragon Digital, Colour Studios, Sportin Wales and Businessin Wales and employs more than 80 staff across Cardiff and Radstock near Bath), the company manages more than 700 premium rail and roadside advertising sites across South Wales, North Wales, and Northern Ireland, with coverage including Cardiff, Newport, the Valleys, Port Talbot, Swansea, Llanelli, Pembrokeshire, Wrexham, Bangor, Llandudno, and Belfast. Its core product portfolio spans digital billboards and static signage, a programmatic DOOH Demand-Side Platform, mobile digivans equipped with facial detection analytics, mobile event screens, brand ambassador billboards combining trained personnel with LED displays, and environments-specific solutions including rail (as official advertising partner of Transport for Wales), retail (in-shopping-centre screens), roadside D48 billboards, and bus side and rear advertising.

The company's revenue model is advertising-led with quote-based pricing that varies by location, format, duration, and reach across owned and partner inventory. Route monetises through direct sales engagement (Head of Sales, Agency and Key Account Director, Key Account Managers, sales team members) targeted at enterprise advertisers, complemented by a self-service programmatic DSP for mid-market buyers, channel partnerships (notably serving as sales house for iQOOH), event-driven mobile activations, and direct outreach to local and regional SMBs. Technology differentiators include the proprietary programmatic DSP that aggregates multiple media owners into a single buying point, facial detection software on digivans that produces footfall and dwell-time performance reports, and full-motion digital displays supporting real-time content optimisation by time of day, day of week, and audience profile. The company is sales-led, verticalised by customer segment (National Brands, Local & Regional Businesses, Government & Public Sector, Sports & Entertainment, Events & Experiential), and pursues a hybrid direct-to-consumer, channel-partner, and event-led go-to-market motion.

Visible customer concentration includes enterprise advertisers across food and beverage (Domino's), construction/building materials (Travis Perkins), retail (Tesco), sports (Ospreys, WRU, Cardiff Rugby, Cardiff Dragons, Cardiff City FC, Glentoran FC), media (BBC, ITV, S4C), and entertainment (Wales Millennium Centre, Welsh National Opera), alongside public-sector organisations (Welsh Government, Newport City Council, Carmarthenshire County Council, Transport for Wales) and regional SMBs (Nathaniel Cars, FRF Motors, Cambrian Credit Union). Reported scale signals include a Cardiff network reach of 887,138 estimated weekly impressions, 595,344 weekly reach on the Newport M4 Digital Super 6, 831,600 vehicles per cycle on the Sydenham Bypass, 97%+ campaign visibility across key corridors, and ISO 9001/14001/45001 certifications achieved in 2026 alongside Cardiff Business Awards Digital Business of the Year in 2024.

Name

Route Media

Legal name

Route Media

Website

https://routemedia.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Route Media is a privately held UK out-of-home advertising specialist, founded 2018 and headquartered in Cardiff, operating 700+ premium rail and roadside sites across South Wales, North Wales, and Northern Ireland, serving enterprise brands, public-sector bodies, sports organisations, and regional SMBs with digital billboards, programmatic DOOH, mobile digivans, and event screens.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310)

akta.pro primary industry

Transit & Transport OOH Advertising (Bus, Rail, Airport) (MPAAAKAC)

akta.pro secondary industries

Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA), Mobile OOH Advertising (Vehicle Wraps, Mobile Billboards) (MPAAAKAG), Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF)

Keywords

• Out-of-home advertising
• Digital billboards
• Programmatic DOOH
• Transit advertising
• Media planning

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Billboard Advertising: Revenue generated from digital billboard advertising placements across South Wales and Belfast, including roadside digital billboards and city-centre advertising screens. Campaigns are priced based on location, format size, duration, and reach.
2. Programmatic DOOH Advertising: Programmatic advertising revenue through their DSP platform, enabling automated campaign buying across their network and partner screens with real-time optimization and audience targeting.
3. Mobile Event Screen Hire: Revenue from hiring two mobile event screens (5m x 3m) for live events including sports fixtures, music festivals, outdoor cinemas, and award ceremonies. Includes optional add-ons such as PA systems, speakers, generators, and branded event packages.
4. Brand Ambassador Billboard Services: Combined offering of static and digital brand ambassador boards with trained ambassadors for experiential marketing campaigns, including logistics, training, and content management.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Route Media sells out-of-home (OOH) advertising space and campaigns across South Wales, North Wales and Northern Ireland. Core offerings include digital billboards, static billboards, event screens, Digi Vans (mobile GPS-tracked advertising), Brand Ambassador billboards, plus transit, rail, retail, bus and roadside advertising formats, with a programmatic DOOH platform for automated digital buying.

Product overview

Route Media is an out-of-home (OOH) advertising specialist offering a comprehensive suite of digital and static advertising solutions. The portfolio includes Digital Signage/Billboards for roadside and city-centre advertising in South Wales and Belfast; Programmatic DOOH for data-driven, real-time campaign management; Digi Vans for mobile advertising with fleet-wide coverage; Event Screens for live events with 5m x 3m mobile displays; Brand Ambassador Billboards combining outdoor media with face-to-face engagement; and Environment-specific solutions including Rail Advertising (as Transport for Wales partner), Retail Advertising in shopping centres, Roadside Advertising with D48 billboards, and Bus Advertising across Pembrokeshire and Carmarthenshire. The company operates over 700 premium rail and roadside advertising sites across South Wales and Northern Ireland.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Billboards Digital out-of-home billboard advertising on Route Media's own digital panel network across South Wales, North Wales and Northern Ireland, sold to brand marketers and media agencies.
• Static (Paper) Billboards Traditional static paper billboard sites on Route Media's regional OOH network across Wales and Northern Ireland, sold to brand advertisers and media agencies.
• Programmatic DOOH Programmatic buying of Route Media's digital OOH inventory via the company's DOOH/digital out-of-home platform, enabling automated, data-driven campaign activation for advertisers and agencies.
• Event Screens Digital and static screen advertising deployed at events, giving brands exposure to live audiences at attended venues.
• Digi Vans Mobile, GPS-tracked advertising vans running campaigns across South Wales, North Wales and Northern Ireland, providing route-based coverage and geo-verified impressions.
• Brand Ambassador Billboards Out-of-home billboard units used as brand ambassador-style placements, sold as a distinct creative advertising format for brand marketers.
• Rail Advertising Advertising placements in and around rail environments across Route Media's regional footprint, sold to brands and agencies targeting commuter audiences.
• Retail Advertising
• Roadside Advertising
• Bus Advertising

Quantifiable outcome

• 97%+ campaign visibility across key UK corridors
• +4 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Cardiff City FCcoreGTM or Marketing Partner · 1 January 2024Sponsorship renewal with Cardiff City FC for the 2024/25 season, raising profiles and driving interest through association with professional football.
• Cardiff RugbycoreGTM or Marketing Partner · 1 January 2023Official media partner for Cardiff Rugby's 2023-24 season, competing in BKT United Rugby Championship and Investec Champions Cup. Partnership provides brand visibility at Cardiff Arms Park and city-wide exposure.
• Transport for Wales (TfW)coreStrategic or Co-development PartnerOfficial advertising partner of Transport for Wales, providing Route Media with exclusive access to advertise across all TfW stations in Cardiff including major hubs Cardiff Central and Queen Street, as well as commuter stations. This partnership enables rail advertising campaigns targeting commuters, travellers, and local communities across the region.
• iQOOHcoreChannel Partner/ Reseller/ DistributorRoute Media appointed as 'sales house' for iQOOH, enabling Route's clients to access brand new large digital format opportunities in Cardiff and Flintshire. This extends Route's inventory with additional premium digital locations beyond their owned network.
• Glentoran FCcoreStrategic or Co-development PartnerPartnership with Glentoran Football Club to launch Northern Ireland's largest digital out-of-home (DOOH) advertising site. Located at the club's premises, this partnership provides premium advertising visibility in Belfast with access to sports audiences and event-day footfall.
• Pride CymrucoreGTM or Marketing PartnerOfficial Media Partner for Pride Cymru, one of Wales' largest celebrations of equality, inclusion and community. Route Media showcases Pride Cymru content across its digital OOH network and created bespoke Pride-themed creative campaigns appearing on premium sites including Cardiff Central Square screen.
• Joseph's SmileminorGTM or Marketing PartnerSupported Wales v Europe charity football match as back-of-shirt sponsors for Joseph's Smile, a cancer awareness charity. Route Media supported the event through sponsorship and promotion across its OOH network.
• Cardiff DragonscoreGTM or Marketing PartnerMedia partnership with Cardiff Dragons, Netball Super League team, strengthening both organisations' profiles and contributing to promotion of netball in Cardiff and surrounding areas.
• Rygbi Gogledd Cymru (RGC)coreGTM or Marketing PartnerContinued partnership with WRU Super Rugby Cymru team RGC for multiple seasons. Partnership enables advertising across the whole RGC region in key locations, promoting games and providing key messages.
• OspreysminorGTM or Marketing PartnerPartnership with Ospreys rugby team for promoting matches, ticket sales, and community events across Swansea region.
• Guide Dogs CymruminorGTM or Marketing PartnerSupporting Mayor's Chosen Charity by showing Guide Dogs Cymru's fostering campaign on screens in key Cardiff locations including Westgate Street and North Road.
• Dragon GroupcoreStrategic or Co-development PartnerRoute Media is part of Dragon Group, an award-winning business based in Cardiff and Radstock near Bath. Dragon Group includes Dragon Signs, Dragon Digital, Colour Studios, Sportin Wales, and Businessin Wales. The group employs 80+ staff with clients across the UK and beyond.
• FOR CardiffminorGTM or Marketing PartnerMembership with FOR Cardiff, the city's Business Improvement District (BID), emphasising commitment to the Cardiff business community and city development.
• Cardiff CouncilcoreStrategic or Co-development PartnerPartnership with Cardiff Council for installation of new digital screens, including collaboration on projects at Culverhouse Cross and Queensgate Roundabout. The council has expressed satisfaction with Route Media's professional and responsive approach.
• Wales Millennium CentreminorStrategic or Co-development PartnerPartnership to promote entertainment shows at Wales Millennium Centre using Route Media's digital OOH network across Wales.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Clear Channel Outdoor: One of the largest OOH advertising companies globally with extensive UK presence across billboards, transit, and airports. Comparable as a direct competitor offering digital and static OOH, but operates at national/global scale with substantially larger inventory and budget.
• JCDecaux: Global leader in OOH advertising, particularly strong in street furniture and transit advertising across the UK. Comparable in offering digital billboards, transit advertising, and programmatic capabilities, but operates at international scale with much broader inventory.
• Outfront Media: US-based leading OOH advertising company with transit and billboard operations across North America. Comparable in offering DOOH and programmatic capabilities, but operates primarily in North American markets and represents an international benchmark for OOH media operations.
• Lamar Advertising: One of the largest outdoor advertising companies in North America, operating billboards, interstate logo signs, and transit advertising. Comparable business model with digital and static OOH inventory, but US-focused with substantially larger scale and broader geographic reach.

Direct peers

• Ocean Outdoor: UK premium OOH advertising company specialising in digital out-of-home advertising in high-impact locations. Direct peer offering DOOH solutions with programmatic capabilities, focused on premium city centre and roadside locations across the UK.
• Global Outdoor: UK-focused OOH advertising company (formerly Primesight, owned by Global), offering premium digital and static billboards across UK cities. Direct competitor with similar UK focus, programmatic capabilities, and digital billboard inventory, but larger national footprint.
• Bauer Media Outdoor: UK OOH advertising company (acquired Exterion Media) operating across roadside, rail, and retail environments. Comparable in offering transit advertising (rail), digital billboards, and retail OOH, but with substantially larger national inventory and scale.
• AdMedia Outdoor: UK outdoor advertising company offering billboards, transit, and digital OOH formats targeting advertisers with regional/national reach. Direct comparable peer operating similar inventory types and customer segments as Route Media.

Emerging players

• iQOOH: DOOH advertising provider operating digital screens across UK locations including Cardiff and Flintshire. Comparable as a direct competitor in the same regional digital OOH market; Route Media acts as their appointed sales house, making them both a partner and adjacent market peer.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/routemediauk
• LinkedInlinkedin.com/company/route-media
• Instagraminstagram.com/routemediauk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Route Media