Bauer Media Outdoor rebrands Amscreen and adds first-party data to AdAstra as it drives innovation for advertisers
Bauer Media Outdoor (BMO) today announced the rebrand of Amscreen, Europe’s largest manufacturer of digital outdoor signage, which BMO acquired at the end of 2025, into Bauer Media Outdoor Technic. This marks a major step in the company’s strategy to deliver market-leading sustainable and innovative Out of Home (OOH) infrastructure in the UK and Europe.
The new BMO Technic division will bring screen innovation, expertise, and manufacturing fully in-house, ensuring evenㅅ greater control over the quality and development of its digital OOH estate from end to end.
The announcement was made at The BMO Way Ahead, the company’s 2026 Upfronts event and its first since becoming part of the Bauer Media Group.
Justin Cochrane, President of Bauer Media Outdoor & CEO of Bauer Media Outdoor UK, said: “Becoming part of the Bauer Media Group has strengthened our business growth plans for Bauer Media Outdoor. Bauer Media’s long-term investment mindset will help to accelerate innovation and expansion across our OOH portfolio, while we continue to embrace the ‘BMO Way’: being both a Platform for Brands and a Platform for Good.”
Platform for Brands: bolstering data, expanding networks, and new premium advertising opportunities
Data innovation will be propelled by Bauer Media AdAstra, their audience planning platform powered by Bauer Media’s data intelligence comprising of extensive audio and publishing first-party datasets. Advertisers will be able to reach segments including car buyers, fashion fans, families, entertainment audiences, and luxury shoppers through both traditional and programmatic channels.
Commercial offering will continue to grow as Adshel Live, the UK’s largest DOOH network, will expand to 4,600 screens by the end of 2026. The focus will remain on increasing national footprint as part of the ‘Life Beyond London’ proposition, allowing brands the opportunity to reach 85%of the UK audiences that live outside the M25.
New curated and crafted planning options, such as AdshelLive Prime and the national Roadblock takeover, will also bring greater flexibility to combine national coverage with high-impact locations and moments.
BMO also confirmed the expansion of its premium large formats, including the recently launched Storm Leith Street site in Edinburgh, while bolstering its digital retail media estate through Morrisons Live and the extension of Sainsbury’s Live into convenience locations.
Platform for Good: new street furniture and long-term community commitment
Bauer Media Outdoor is expanding its role in community wellbeing with plans to install more than 100 new communication kiosks with defibrillators by the end of the year. This follows the successful deployment of its first device in Lewisham, which was used within 48 hours to help save a life. BMO’s charity partner the Resuscitation Council UK will support training for all field operatives and other employees in the UK as part of the rollout.
The transformation of the UK’s public infrastructure will continue with the installation of Milestone – a redesigned bus shelter range built with accessibility, safety, comfort, and sustainability at its core. BMO is planning to start rolling them out nationally and across Europe following the recent launch in Basildon.
Having renewed 100% of tendered contracts with local authorities last year (where incumbent), BMO will also be marking several milestones across other long-term partnerships in 2026: five years working with The Wildlife Trusts , five years with Planet Mark, earning them a Milestone Award, 10 years with Trees for Cities, and over 20 years with King’s Trust as a Silver Patron.
Closing the event, the leadership team emphasised that Bauer Media Outdoor enters 2026 with renewed momentum: a new engineering division, new infrastructure, new data capabilities, and a strengthened commitment to delivering value for advertisers and communities nationwide.