G3 Media Expands Presence in Quebec and Ontario with Strategic Billboard Acquisition
In a move that reshapes the outdoor advertising landscape in Eastern Canada, G3 Media Inc. has successfully acquired 665 billboards from Bell Media. This significant transaction, finalized on April 3, 2025, marks a major milestone for G3 Media.
The acquired billboards are strategically positioned across five key urban markets: Greater Toronto, Greater Montreal, Quebec City, Sherbrooke, and Trois-Rivières. These locations are hubs of high foot traffic and visibility, making them prime assets for advertisers.
This acquisition propels G3 Media to the third-largest player in the billboard advertising market in Quebec and Ontario. The company, founded by entrepreneur Sébastien McQuade and real estate investor Luc Poirier, is now poised to compete with established industry leaders.
The deal is closely tied to regulatory requirements. Bell Media, following its $410 million acquisition of OUTFRONT Media’s Canadian business in June 2024, was mandated by the Competition Bureau to divest nearly 700 billboards. This order aimed to maintain competition in the outdoor advertising sector.
The legal aspects of the acquisition were handled by Miller Thomson, with a team including Hubert Sibre, Philippe St-Louis, Josyane Ledoux, Annafaye Dunbar, and Karel Mahy-Rousseau managing transactional matters. Competition law expertise was provided by Eric Dufour and Devin Persaud.
This transaction signifies a shift in the outdoor advertising landscape, introducing G3 Media as a formidable competitor. By entering markets once dominated by larger players, G3 Media is set to foster a more competitive environment, benefiting both advertisers and consumers.
For more details on this acquisition, visit Lexpert’s coverage of the deal.
G3 Media’s Strategic Expansion and Market Impact
The acquisition of 665 billboards from Bell Media significantly strengthens G3 Media’s presence in key urban markets across Quebec and Ontario. These billboards are strategically located in high-traffic areas, ensuring maximum visibility for advertisers and enhancing G3 Media’s ability to deliver impactful campaigns.
G3 Media’s founders, Sébastien McQuade and Luc Poirier, have demonstrated a clear vision for growth and innovation in the outdoor advertising sector. Their partnership brings together entrepreneurial expertise and real estate acumen, positioning the company to capitalize on prime locations and drive market competition.
The Competition Bureau’s requirement for Bell Media to divest nearly 700 billboards following its acquisition of OUTFRONT Media’s Canadian business underscores the regulatory focus on maintaining a competitive landscape. G3 Media’s acquisition aligns with this objective, introducing a new major player to the market and ensuring diversity in outdoor advertising options.
Legal expertise played a crucial role in facilitating this complex transaction. Miller Thomson’s team, including Hubert Sibre, Philippe St-Louis, Josyane Ledoux, Annafaye Dunbar, and Karel Mahy-Rousseau, handled the transactional aspects with precision. Meanwhile, Eric Dufour and Devin Persaud ensured compliance with competition law, navigating the regulatory complexities seamlessly.
As G3 Media assumes its new role as the third-largest billboard advertising company in Quebec and Ontario, it is well-positioned to challenge established players and innovate in the outdoor advertising space. This acquisition not only expands G3 Media’s reach but also promises to bring fresh perspectives and competitive pricing to the market, ultimately benefiting advertisers and consumers alike.
Conclusion
G3 Media’s strategic acquisition of 665 billboards from Bell Media marks a significant milestone in its expansion and solidifies its position as a major player in the outdoor advertising landscape of Quebec and Ontario. By leveraging prime locations in high-traffic areas, G3 Media enhances its ability to deliver impactful campaigns, offering advertisers greater visibility and reach. The founders, Sébastien McQuade and Luc Poirier, have demonstrated visionary leadership, combining entrepreneurial expertise with real estate acumen to drive innovation and competition in the market.
The acquisition aligns with regulatory efforts to maintain a competitive market, as highlighted by the Competition Bureau’s requirement for Bell Media to divest billboards. G3 Media’s emergence as the third-largest billboard advertising company in the region introduces fresh perspectives and competitive pricing, benefiting both advertisers and consumers. With a strong legal team ensuring seamless transactional and regulatory compliance, G3 Media is well-positioned to challenge established players and innovate in the outdoor advertising space.
Frequently Asked Questions (FAQ)
What is G3 Media?
G3 Media is an outdoor advertising company that has recently expanded its operations by acquiring 665 billboards from Bell Media, strengthening its presence in key urban markets across Quebec and Ontario.
Why is the acquisition of 665 billboards significant for G3 Media?
The acquisition of these billboards, located in high-traffic areas, significantly enhances G3 Media’s ability to deliver impactful advertising campaigns and solidifies its position as the third-largest billboard advertising company in Quebec and Ontario.
How does this acquisition impact the market?
The acquisition introduces a new major player to the market, promoting competition and diversity in outdoor advertising options. It also aligns with regulatory efforts to maintain a competitive landscape, as required by the Competition Bureau.
Who are the founders of G3 Media?
G3 Media was founded by Sébastien McQuade and Luc Poirier, who bring together entrepreneurial expertise and real estate acumen to drive growth and innovation in the outdoor advertising sector.
What role did legal expertise play in this acquisition?
Legal expertise was crucial in facilitating the complex transaction. Miller Thomson’s team handled the transactional aspects, while Eric Dufour and Devin Persaud ensured compliance with competition law, navigating regulatory complexities seamlessly.
How will this acquisition benefit advertisers and consumers?
The acquisition promises to bring fresh perspectives, competitive pricing, and greater diversity in outdoor advertising options, ultimately benefiting both advertisers and consumers.
