CP Media has announced the acquisition of a counterpart specialising in bus and tram marketing, Adverta.

Adverta is one of the UK's largest bus and tram advertising businesses, representing about 30 bus companies.

The acquisition will add 23 staff to the CP Media team, which now numbers 70 people, along with further offices in the East Midlands and Ripon.

Mike Brennan, chief executive of CP Media, said: "The bus and tram advertising sector is one that we know well. I was heavily involved in transport advertising for many years alongside my business partner Andrew Walker. This means that Adverta is a perfect fit for our ambitious growth strategy. We are really looking forward to working with the Adverta team and growing the business in the same way that we have grown the main CP Media business and subsequently Eye Airports following our 2019 acquisition."

Lisa Ratcliffe, managing director of Adverta, said: "I am proud of Adverta and very happy that it will be joining the CP Media group. CP Media has a great track record of diversification, acquisition and growth and I know that this move will help Adverta to grow significantly."

Earlier this year, CP Media was awarded a major contract by Calmac Ferries to rollout a full upgrade of advertising sites across its fleet of 33 vessels.

In 2019, CP Media acquired Eye Airports, a UK specialist in airport advertising with the rights for 19 regional airports, from its management and employees.