Avenue Media is the third-largest six-sheet media owner in Ireland and launches in the UK with about 400 six-sheet sites within the M25 area.
However, it intends to expand its operation to have 2,000 units spread across every conurbation throughout the UK by the end of the year and will challenge Primesight's stranglehold on the point-of-sale six-sheet market.
The company will introduce its six-sheets at high-street locations by adapting the newspaper drop boxes outside confectioners, newsagents and tobacconists.
It has developed its own newspaper drop-off point -the Adbox 6 - that replaces the traditional drop boxes in front of the shops and which carries an illuminated six-sheet poster on the front. The depth of the Adbox means it can also be wrapped, providing a larger creative canvas.
Avenue Media was acquired in 1999 by a consortium of businessmen, led by Vincent Whelan. It has appointed Impact Media UK, led by Gavin Baylis UK, as its sole sales agents in the UK.