The outdoor advertising market in Australia is set for a dramatic shake-up with mergers between the big four players to be approved by the competition regulator on Thursday.
The French company JCDecaux has requested permission to buy billboard company APN Outdoor, while ASO-listed oOh! Media also asked permission to purchase Adshel.
Both deals are expected to be approved when the Australian Competition and Consumer Commission issues its decisions on Thursday.
JCDecaux has offered $ 1.2 billion for the listed APN Outdoor, while oOh! -Media pay $ 570 million for Adshel. The deals were subject to simultaneous assessments by the ACCC.
oOh! media has an estimated market share of 30 percent to 35 percent in the outdoor advertising market, to make it the biggest player, while Adshel, according to UBS analysts, has about 10 percent to 15 percent.
APN Outdoor is the second largest with 20 percent to 30 percent, while UBS analysts JC Decaux find a similar size to Adshel.