Admedia, the outdoor company that handles ad sales at Motorway Service Areas (MSAs) across the UK, has rebranded to i-media.

The company was bought recently by a consortium led by Jonathan Lewis the former CEO of Outdoor Plus and is also backed by ex-Mediacom Global CEO Stephen Allan.

With the newly-purchased company undertaking significant investment in its digital estate, experiential marketing and a greater use of customer and vehicle data, the rebrand reinforces the Company’s ambition to become a truly immersive and intelligent media opportunity.

Jonathan Lewis, i-media CEO said, “The rebrand to i-media is just the first step in a programme of rapid transformation in the environment and reflects the commitment to digitising and improving screen quality. The renaming ensures we are relevant to the next generation of media opportunity that brings outdoor advertising closer to the media mix. We are now embarking on our programme of rapid transformation to bring advertisers the best opportunity to reach a growing audience in an ever-improving environment in the most intelligent and accountable way.”

i-media has plans to treble its digital estate of large format Nexus screens, as well as to build significant numbers of digital 6 sheets across its portfolio of 136 MSAs.