Alight Media expands its digital network into its 140th community

We are proud to announce Sandown as our 140th town.

Sandown is on the east coast of the Isle of Wight, situated at the heart of one of the UK’s top tourist destinations. The Isle of Wight has a population of 141,000 and attracts 2.5m visitors each year. Our new digital billboard is the first to be available for advertisers on the island.

Alight Media can now help advertisers reach up to 30m people in towns spanning every region of the UK from Ilfracombe to Dundee. Our network of over 500 digital screens is seen by more than half of the UK adult population each month, delivering almost 20m daily impressions.

Alight Media partners with The Drum Awards for OOH to celebrate creativity and excellence

The Drum Awards for Out of Home Advertising, in partnership with Alight Media, returns in November (entry deadline: September 14) to celebrate the campaigns, people and companies driving innovation, creativity and excellence around the world.

Over the past year, we’ve seen data-driven creative executions, burgeoning new tech including 3D billboards blurring the lines between content, OOH and experiential, and a wave of advertisers capturing live moments like the Women’s Euros and the Queen’s Jubilee.

That’s why five new categories have been announced for 2022 – Brand Fame, Cross Channel Campaign, Use of Programmatic, Use of Augmented Reality and Best Mural/Hand Painted Display.

Ged Glover, chief revenue officer at Alight Media, who will make up the judging panel alongside leaders and creatives from OAAA, 360i, Talon Outdoor and Yahoo, said: “These awards showcase creativity and innovation, and it’s been interesting to see how brands are reacting and capturing moments in public spaces – whether that’s through programmatic, data or the creative itself, there’s lots of great work out there and lots to celebrate.

New categories for 2022:

  • Brand Fame – celebrates brands who have made a long-term commitment to OOH as a key strategic channel in their media plan
  • Cross Channel Campaign – recognizes campaigns where OOH has been used as the lead channel and partnered with at least one other medium for a cross-channel approach
  • Best Mural/Hand Painted Display – rewards innovative and impactful use of this evolving OOH format, with a focus on stand-out artistry, clever use of location, innovation, marketing integration and effective amplification
  • Use of Augmented Reality – recognizes campaigns that have used AR to deliver great brand engagement and prove how it produced demonstrably better results and performance
  • Use of Programmatic – rewards those who can show how programmatically was used creatively as a solution in OOH with strong results.

Full article here

Alight Media announces Best Companies accreditation

Alight Media has been ranked in the top 100 Best Small Companies to work for in the UK as part of the latest Best Companies accreditation. Alight was accredited with one star which represents a ‘very good’ level of engagement. In its first year entering the scheme and in its third year of trading, Alight was also listed at #67 for ‘Best Small Company’ to work for in the UK, ranking at #22 within the ‘Best London Small’ category and #17 in our sector of ‘Marketing & Media’.

According to our CEO and Co-Founder, Matthew Dearden:

“One of our founding beliefs when starting our business three years ago was the power of unleashing top talent. So right from the start we’ve had open and honest communication and invited all Alight people to be an active part of building our culture.

“The team defined our values of Blaze, Nurture, Collaborate, Celebrate and Aspire, and live them each day. Growing from 3 to 60 people so quickly, while keeping our amazing culture and values, is a big achievement and we are vigilant to ensuring it remains true.

“So, benchmarking our engagement compared to other great businesses is essential. I’m very proud that we’ve been awarded as a Best Company in our first year, and that we’ve gained critical insight into how we can be an even better place to work.”

To read more about our featured workplace factors and view our company profile see the link here

Alight Media to welcome Dan Durling in new Managing Director role

Alight Media has announced the appointment of Dan Durling to the new role of Managing Director. Reporting to CEO Matthew Dearden, Dan will join Alight on 7 September to help drive the company’s expansion plans. Dan joins the Alight team as the company accelerates its growth journey. Alight Media is now the fastest-growing OOH media owner, moving from a start-up three years ago to one of the UK’s top five in a highly competitive marketplace. The company has already reached a significant milestone of a combined adult reach of almost 30m each month, across more than 1,500 OOH advertising sites, including Digital 48 sheets and Classic and Digital 6 Sheets.

Dan will work with the team to help Alight’s customers maximise the potential of this portfolio which includes one of the UK’s highest reach media products – its network of 300 digital billboards. Alight’s digital billboards have now overtaken media outlets including The Sun, Sky News and The Telegraph for monthly audience reach. Dan will bring extensive commercial and leadership experience to the Alight team, building on over 20 years’ working in media and digital companies. Most recently Dan has been working with a leading AI consultancy business to launch its Amazon-specific tech platform to the Big 6 holding groups, the wider independent agency market, direct brands, and Amazon sellers.

Prior to fulfilling his ambition of joining a start-up, Dan spent nine years at Yahoo, Oath and Verizon Media where he was promoted to Sales Director and Interim Managing Director. During a period of huge transformation, he gained experience integrating businesses, driving cultural change for the 150 strong commercial team, and executed a new strategy for the £160m UK business. Dan also held senior commercial roles in radio at Global and Chrysalis, while also completing an Executive MBA course.

Matthew Dearden, CEO, Alight Media, said: “I’m really proud of what the Alight team has achieved over the last three years. We’ve invested in building our quality product portfolio, serving our clients and investing in our people. Dan’s appointment will add a new perspective to our highly talented team of OOH experts. His experience in building businesses, nurturing talent and culture, and working with agencies and advertisers is really impressive. This combination of skills, energy and warmth will fuel the next stage of our ambitious growth plans.”

Dan Durling, incoming Managing Director, Alight Media, added: “My passion is driving growth in companies that prioritise putting people first. I can’t wait to join the Alight team to help take the business to the next level, while working with such a well-liked and respected team. I’m hugely impressed by the performance and progress the business has made in such a short time and am thrilled to be joining a company in an industry with such an incredibly exciting future.”

Alight Media hits new growth milestone of 300 Digital billboard screens

Alight Media has announced a new growth milestone with its Digital billboard network reaching 300 screens across the UK. The rapidly expanding network has become one of the UK’s highest reach and best quality media products.

Alight’s digital billboards are now seen by over 28m adults each month and have overtaken media outlets including The Sun, Sky News and The Telegraph for monthly audience reach.

We offer a truly national digital billboard network, covering more towns and regions than any other provider, encompassing 123 towns across the UK.

Our mission to make high-quality digital out-of-home available to all communities, not just in the big cities, means that in almost half of the areas served, it’s the only digital billboard provider. As well as cover across all the major conurbations, Alight delivers over 350m impressions each month in smaller towns nationwide.

Coupled with its Classic and Digital 6 Sheet products, Alight’s combined adult reach is now almost 30m each month across more than 1,500 OOH advertising sites.

Launched three years ago, Alight Media has fast evolved from a media start-up to a top five OOH media owner. The company has developed a national roadside offering that brings the power of digital out-of-home to new locations across the country.

Alight Media CEO, Matthew Dearden, said:

“Achieving the rapid installation of 300 high quality D48 screens is a fantastic milestone for our team. However, it’s what this means for our advertisers that counts. A national product with huge reach that offers new audiences in new locations with the flexibility and efficiency that high quality digital OOH brings to their campaigns.”

Alight partners with Artichoke Trust to take ‘The Gallery’ OOH

We are excited to announce our partnership with the Artichoke Trust to take ‘The Gallery’ Out-Of-Home. 10 powerful artworks will be displayed across the UK, including our network of digital billboards and bus shelters, responding to the theme ‘Straight White Male’.

Manspreading, Menstruation and Mansplaining – 10 artists respond to: ‘What does Straight White Male mean in 2022?’

The works which span photography, illustration and digital prints depict each artist’s individual take on this topical prompt. They will appear across the four nations reaching millions of people over a four-week period: from Bournemouth to Belfast and Margate to Manchester, including Cardiff, Edinburgh, Glasgow and London.

Artichoke’s CEO and Creative Director, Helen Marriage, said: “Launching The Gallery with these three words could not be timelier. Taken together they could be thought to be incendiary, but the different artistic responses offer a much more interesting and nuanced view.

“Much has been said about masculinity and its toxicity, about who holds the power and whose voices are most heard. These ten very different responses reflect fresh approaches that will prompt debate and conversation. Blasted across outdoor advertising spaces, shopping malls and cinemas, The Gallery will be out and proud, in the streets of our four nations, for everyone to see. We’re setting out to break down traditional barriers to experiencing great art, connecting it to urgent themes that impact daily lives.

“Twice a year we’ll seek responses to some of the most critical topics and themes of the day, inspiring, provoking, and starting conversations. I think people will be surprised at both the quality and the variety of art that is produced.”

Works include a piece by Nicola Irvine, ’Anything you can do I can do bleeding’, It’s a bold illustration depicting women bleeding onto a pink background. The provocative title of the piece are the words of a teenage girl, painted on a piece of paper during a workshop that Irvine led for Alliance for Choice.

London-based graphic artist Nadina Ali’s work is centred on creating empowering messages around social justice and representation. Speaking about her bold piece for The Gallery ‘Hey Straight White Men, Pass The Power’ she said: “I want to challenge the idea that straight white men in positions of power is still an acceptable norm”.

Stevexoh is another artist featured. A self-taught “outsider” his cartoon is titled ‘I don’t want to be a cowboy anymore’ and comments on how patriarchal norms affect men.

Martin Firrell, Creative Director of The Gallery and Lead Artist for its first season said:

“We asked artists to respond to the theme Straight White Male in an open call – open, as the name suggests, to everyone regardless of age, experience or location. We wanted to hear from artists who had something to say about the theme, however they identify.

“The artists in our first season are diverse, plural, and strong-minded (as all artists worth the name tend to be). Each brings a different view to the table. Often the artworks disagree with each other. They demonstrate how well[1]expressed and contradictory views can illuminate the heart and soul of an issue.”

The brainchild of arts producers Artichoke with Martin Firrell, The Gallery will challenge traditional models of viewing art with a programme that is bold, ambitious and unafraid. This is a revolutionary new model of public engagement that goes beyond the traditional art gallery, bringing art to everyone’s doorstep.

Founded on a belief that art should be democratic, accessible and engaging, The Gallery aims to reach millions of Brits, showing exciting new work by diverse artists on the streets, in shopping malls and cinemas across our four nations.

Bren O’Callaghan, Curator, The Gallery said:

“Our first and subsequent themes are intended as provocations to stimulate discussion. Democracy is something we must participate in, or we lose it. It’s critical that we sit and wriggle in a place of discomfort, examining subjects and views that are not identical to our own.

We want to leverage the opportunity to meet somewhere in between; not in battle, but an open forum. Akin to lobbing a football into no-man’s land during a pause in hostilities, only it happens to bounce right outside your front door.”

Launched in partnership with the Out-of-Home advertising industry, including Clear Channel and JCDecaux, the project aims to make art truly accessible through an outdoor gallery that thrusts thought-provoking pieces into the heart of public conversations.

Each biannual exhibition season will be produced by Arichoke and sets out to nurture and develop early and mid-career artists, giving them a platform and guidance on producing art in the public realm.

The public will have the opportunity to purchase their favourite artworks with prints available to buy with 60% of all profits going directly to the artists. The exhibitions and artists will be further supported by a nationwide media campaign, a dedicated website and digital archive.

Alight Media expands national portfolio with Warrington win

The UK’s fastest growing out-of-home media owner continues rapid expansion across the UK

Following a competitive tender, Alight Media has been appointed as the exclusive out-of-home 6 Sheet partner in Warrington, Cheshire. Situated between Liverpool and Manchester, Warrington is the largest town in Cheshire with a fast-growing population of almost 210,000, adding 16.1m* impacts per fortnight to Alight’s national network.

Warrington has a thriving economy and was ranked as one of the best places to live in the UK based on data for affordable housing, jobs, business, wellbeing, culture, transport and family life. Warrington is also a highly successful business location and a major centre of employment in the North West and the Northern Powerhouse.

This win is the latest addition to Alight Media’s 6 Sheet estate, which already includes contracts with Bournemouth, Telford and The South Yorkshire Combined Authority – comprising Rotherham, Doncaster, Barnsley and Sheffield – one of the biggest street furniture contracts in the UK.

Alight Media’s new partnership with Warrington will see the installation of 80 digital screens, 164 classic posters and FSUs in the town centre. Warrington will increase Alight Media’s national 6 sheet reach by 45% to 3.7m adults every two weeks.

The digital network will be new to Warrington and all the new Alight bus shelters will be aligned with the company’s sustainability commitments including a combination of recycled materials, living roof shelters and the use of wind and solar power. This will complement the huge investment by Warrington Council in a new bus fleet which will be 100% electric in the next two years.

Alight Media co-founder and director, Dave Huckerby, said:
“We are proud to partner with Warrington Council and bring the first digital OOH network to the town. Since our launch three years ago, we’ve grown by focusing on delivering the best and most sustainable infrastructure for our development partners while bringing new audiences to advertisers.”

This addition to Alight Media’s 6 Sheet network complements the company’s fast-growing national Digital 48 (D48) portfolio which now comprises 285 screens across the UK. Alight Media is now the only OOH media owner to offer D48s in every region in the UK, reaching 29m people (over half of the UK adult population) each month and generating over 400m monthly impressions.

*based on current figures for the incumbent contract

Alight Media hits new growth milestone of 250 screens

We’re proud to announce that we have reached a new growth milestone of 250 digital billboard screens!

Alight’s billboards now reach 22 million people every two weeks, delivering almost 15 million digital impressions every day. This continues to bring a new and national offering to advertisers by building high quality screens in new towns and locations across the UK, many of them unique to Alight Media. 

We now have digital billboards in every region of the UK from Ilfracombe in the Southwest, to Dundee in North Scotland totalling coverage in 119 towns.

Alight Media is shortlisted for the StartUp and ALF Awards

We are thrilled to announce that Alight Media has been shortlisted for the StartUp Awards in the London & The East of England, Marketing, Advertising and PR category as well as the ALF Awards: Best start up category.

Our CEO, Matthew Dearden, said: “We’re delighted to have been nominated as a finalist in both awards and categories.”

“In under three years our company has brought a new offering to advertisers, challenged the way the world’s oldest medium is traded, added a digit of revenue every year and created an awesome place to work. All while navigating a global pandemic and selling out-of-home when we were told to stay in.”

Alight Media is now the fastest-growing OOH media owner, moving from a start-up to one of the UK’s top five in a highly competitive marketplace. Our company helps advertisers engage more than half of all working adults every month, delivering 130 million audience impressions every week. Our rapid expansion has seen 97% of our sites installed after January 2020. This is just the start of Alight Media’s ambition to add hundreds more digital screens in towns and cities over the next three years.

The new StartUp Awards National Series programme has been launched to recognise the booming startup scene across the UK which has accelerated since the pandemic began.

Professor Dylan Jones-Evans OBE, the creator of the StartUp Awards National Series, said:

“​​New firms are important for generating economic prosperity, employment opportunities and innovation. Since 2016, the Wales StartUp Awards have celebrated this amazing annual contribution to our economy by entrepreneurs and the impact they have on communities across the nation.

“Given the sheer volume of phenomenal startups we’ve heard from since then, as well as the huge post-pandemic shift in people’s desires to take their career in a new direction and set up a business against the odds, we felt it was the right time to take the programme nationwide. We’ve been blown away by the standard of entries in this first year and truly look forward to crowning the winners in June.”

The ALF Awards category is designed to recognise the success and development of start-up businesses. The finalists and, ultimately the winner, are judged on how the company displays growth, positive culture, innovation and how the business fulfils customer needs.

According to an ALF Awards spokesperson: “ALF has been bringing the media and marketing sector together for more than 30 years thorough our data, insight, and lead services. Now we are launching a new set of awards to recognise and celebrate the very best work and brands in the media world. We’ll be showcasing the best teams in the business, the most compelling pitches, the biggest turnarounds, the best brands and the rising stars and sales leaders.”

Audiences are ‘back but different’: what drove OOH’s record March

Out-of-home media owners and agency sources have told The Media Leader that March 2022 audiences, revenues and advertiser demand were markedly up on the previous two months.

Richard Bon, UK managing director and Europe commercial lead at Clear Channel Europe, said: “It’s definitely going to be our best March ever. What we are seeing is the blended approach of working from home and working from the office is seeing audiences at the highest points we’ve ever seen them.”

Chris Forrester, director of commercial outdoor at Global, said it was significant growth on last year and on 2020, with “a big step-change in activity” from February, when Prime Minister Boris Johnson announced that all social-distancing restrictions in England would be lifted from 24 February.

Matthew Dearden, the former Clear Channel UK, CEO, also reported that his fledgling business Alight Media had recorded its “strongest booking month ever”. Dearden told The Media Leader he had seen a “positive change in client behaviour” alongside a strong March.

A ‘typical’ month?

But is this simply a return to the pre-pandemic normal with people returning to routines and as a result, roadside and retail rebounding with money following the audience?

Curtis Weir, OOH Group Director at Publicis Media commented: “March leading into Easter is a typically busy period for OOH and advertising as a whole, given people maximise seeing family and friends during the religious period and double Bank Holiday.

While OOH typically sees high levels of demand in March from finance, automotive, entertainment and FMCG categories due to the end of the tax year, new vehicle registrations and pre-Easter holidays, there has been a return to comparable spend this year clearly showing a return of confidence in the market, Weir said.

However, Weir clarified: “This is the first ‘post-pandemic’ public holiday and between the high levels of vaccine uptake and the boosters working, there is an attitude of wanting to get back to normality.

“There is also a continued desire to be together with loved ones or have a break while children are on holiday and possibly a change of scenery. With this in mind, brands seem to be relishing the opportunity to be able to book OOH campaigns now with the uncertainty of restrictions gone.”

Audiences are back but ‘different’

Bon told The Media Leader that in Clear Channel’s case its SDK data – mobile data taken from consumers to understanding the public’s engagement with screens –  is showing that the company’s rames are reaching 128% of pre-pandemic audiences on average.

TV inflation will help drive demand for OOH advertising, Bon added. But, while audiences are back “first and foremost” to pre-pandemic levels, they have changed their behaviour.

“Out-of-home is really benefiting this from this blended working from home and working from the office,” Bon said. We are seeing different patterns, people travelling at different times in different ways, spending more time on their local high street, but also as a as a result going into larger city centres more at weekends, especially if you elevate your view beyond London.”

Audiences are also beginning to travel more widely than they have been for the last two years, with positive impacts across different OOH formats.

Sarah Parkes, chief sales and marketing officer at Talon Outdoor said: “Audiences are back and back everywhere, not only on roadside but the commuter audiences are now coming back in their droves. No restrictions mean people are travelling further and we are seeing that in airports as well.”

Forrester commented that the attitudes of in, or out, at work, or at home have gone and that passenger numbers are at the weekend are “really impressive”.

The launch of the Queen Elizabeth Line (Crossrail) later this year will also drive passenger numbers and out-of-home opportunities, he said. The QEL, whose outdoor advertising screens are being provided by Global Outdoor, is going to be 100% DOOH.

Michelle Sarpong, trading director at the7stars, acknowledged the outlook for OOH is “really strong and positive at the moment” with less “shortism” about OOH activations, but said volumes in rail inventory were still not being “snapped up” as they were pre-pandemic.

“Through TfL reports we know that travellers are continuing to rise, however while advertisers have been slow to take up this inventory post-pandemic this is slowly changing with rail inventory slowly picking up as the year progresses,” Sarpong explained. “This will only heighten with the pending launch of Crossrail. [Although] as HFSS restrictions increase [and] this will provide challenges for clients, the OOH market will continue to still thrive.”

According to GroupM’s latest UK adspend forecast, outdoor will make up just under 3% of total £33.6bn UK market this year.

Out-of-home went from £1.04bn in 2019 to £559.4m (down 46%) in 2020. GroupM forecasts OOH adspend to grow by 41% to reach £1.04bn this year. Growth will then slow to 6% to £1.1bn in 2023.

However, the industry can expect a range of negative business factors (often described by commentators as “headwinds”) that could drag down the sector’s recovery this year. Sarpong and Bon concurred that the main risks for 2022 are inflation and the rise in cost of living and the uncertainty around the conflict in Ukraine in the coming year.

James Rodham, UK commercial director at IPG Mediabrands’ OOH media agency Rapport, commented: “OOH has always done well to adapt to market conditions, even during the pandemic with media partners investing in the OOH product and premium digital offerings, and noted OOH buying and targeting is changing with audiences.”

“A move to flexible/hybrid working has seen campaigns being optimised differently – from a two-week block to Tuesday, Wednesday and Thursday activations between 8-11am for example –  and with brands delivering activations more creatively, plugged in with an enhanced, smarter data offering the future is bright,” he added.

Programmatic out-of-home proving popular

Forrester revealed March was Global’s “biggest ever month for programmatic digital out-of-home”.

He has seen small format digital, roadside and brand campaigns particularly “pick up” with a change in revenue mix with more programmatic and specific data targeting.

Parkes added that Talon is seeing money coming into programmatic from new brands to out-of-home.

Dearden described Alight Media as “a digital-first media owner” and they were “big fans of selling flexibility”, taking more and more bookings on an audience or time basis, and computer-to-computer buying if it adds value to the client.

Alight has launched digital screens in over 100 towns since founding in 2018. Dearden said at that time 90% of UK’s screens were in only 10 towns. He says digital out-of-home reach has now become “truly national” with data and computer-based buying opportunities.

Bon noted that this shift to digital buying has meant brands can act more in the short-term meaning “everything is happening later” from a revenue perspective.

Clear Channel Europe’s revenue in the month for the month is 32% higher than it used to be as brands can make later decisions because of out-of-home digital and mobile data to understand travel patterns.

IPG’s Rodham agreed that the way advertisers are buying OOH is changing, which could explain the current rise in demand: “The market has been shifting to digital for well over 10 years but it’s no surprise that the pandemic accelerated that shift and with that, came a change to the way media is bought.”

“Digital OOH now enables advertisers to activate in the short-term, booking in the same month for a campaign to go live the next day, rather than the 12-week lead times they may be used to historically. And, as a consequence of this change not just in client behaviour but alongside positive market recovery, the market will naturally be seeing more money booked in this month,” he added.

He also said: “Digital native brands such as fast fashion and the digital tech start-ups are definitely becoming more prolific in this space but we’re also seeing a greater shift to digital OOH with all brands using the channel to deliver clever activations in a more creative way.”

Weir agreed with Forrester that data and targeting have been crucial to OOH’s recent success.

“There has been a large investment from both the buy and the sell side in new data sets to help understand new audience movements and behaviours post-Covid,” Weir added.

VIOOH’s Wilson added: “Looking specifically at vertical trends, in Q1 the highest revenue on our platform came from technology companies – accounting for 13% of platform spend.”

He added that this was closely followed by food & beverage (12%), sports & entertainment (11%), fashion & beauty (10%) and retail (7%) clients.

explained. “Equally, there is a drive for data signals to determine OOH’s influence on online touchpoints across the customer journey and to show how real-world exposure impacts online behaviour across search, social and online commerce. As a result, the market is seeing investment from a wider number of categories and brands.”

Entertainment, travel and leisure sectors re-entering the market ‘in a big way’

Sarpong said: “With category trends a lot of traditional advertisers are back in the market as the effectiveness of the channel was never in doubt pre-pandemic it was just the reduction in impacts. We are seeing categories like Travel, Leisure, Beauty and Fashion to name but a few come back into the market. We will also see a boom in entertainment brands coming back as confidence grows around events actually going ahead and cinema releases not being postponed. So, there is more money to still come into the market.

Gavin Wilson, chief revenue officer at VIOOH, the global digital out-of-home marketplace launched backed by JCDecaux, revealed its top five sectors accounted for more than half of the overall revenue spend on the platform.

In the first quarter if 2022, the highest revenue on VIOOH’s platform came from technology companies – accounting for 13%. This was closely followed by food & beverage (12%), sports & entertainment (11%), fashion & beauty (10%) and retail (7%) clients.

While the government was a big spender during the pandemic with Covid messaging and now that spend will be reducing, so-called “long-tail” advertisers are coming back, Talon’s Parkes insisted.

Forrester said quick commerce were good examples of the power of out-of-home. He said: “It did not exist a year ago and came to out-of-home and it is a very competitive environment and they have done stats to show it was very successful for awareness and consideration and brand.”

Phil Hall, Ocean Outdoor’s  UK joint managing director, highlighted new economy brands such as tech and delivery companies helping to boost revenues and the vast majority of pre-pandemic OOH supporters are “back in force”.

Rodham said historically, OOH has been “underpinned” by those ‘traditional’ advertisers –  travel, food, entertainment, finance and Government – and, as audiences are moving around more, it is natural to see increased activity in those sectors.

This growth is set to be topped in coming months

Hall, Sarpong, Wilson and Parkes agreed that the coming months would bring bigger growth for out-of-home advertising.

Sarpong commented: “Their biggest months are yet to come. It was definitely bigger than 2021 which makes complete sense as we were just coming out of a lockdown so there is year-on-year growth there which is encouraging. But not all categories are back in the market yet and, with a number of cultural events coming up in a year where hopefully we shouldn’t see any disruption in the market due to Covid, we should see a really strong H2.”

Sarpong went on to say this past year for OOH media owners have been trying to rebuild trust in the channel, reassure clients and agencies that audiences are there, build on momentum from Q4 2021 and achieve growth investment compared to 2019.

She added: “I 100% believe with increased categories entering the market, along with increased investment in rail inventory, their rebound will be exceptionally strong.”

This rebound and increased investment could come as soon as April. Wilson revealed April is already looking likely to surpass March, which saw an almost-40% month-on-month increase in campaigns on the VIOOH platform.

Ocean’s Hall, meanwhile, pointed to more growth being “very likely” to come through as the longer tail of OOH spenders return and, in particular, travel and motor categories recover.

Full article here

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