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Alight launches new digital retail media division

Mi XR Media

We have launched a new digital retail media division, expanding our offering for advertisers looking to connect with communities in this high growth channel. The first launch for the division is MiXR Media, an app and digital media network which will help brands target c.100m guest visits a year across more than 850 Stonegate Group venues by the end of 2024.

Stonegate Group is the UK’s biggest pub company, with famous brands including Be at One, Slug & Lettuce, Popworld and Walkabout, bringing people together in diverse venues across the country whether in busy city centres or local communities.

The MiXR digital media network of 4,600 screens will be rolled out nationwide over the next 12 months in more than 850 venues from Newquay to Inverness. Brands will be able to engage consumers with highly targeted advertising and content at specific times, occasions or geographies using rich data. Through the MiXR app, guests can also find and book venues, earn loyalty rewards and unlock unique personalised experiences through ‘MiXR Missions’.

The launch of MiXR, follows successful pilot programmes in Birmingham, London and Manchester. Other partners on the MiXR Media project include Samsung, LDSK, CDW and Digitas. Launch brands include Diageo, Asahi, Heineken, Brew Dog, Red Bull, Coca-Cola, PepsiCo, and Molson Coors.

Alight’s new division, led by Darren McKay is part of the company’s strategy to accelerate its growth beyond roadside out-of-home. GroupM has predicted 25% growth for the digital retail media sector this year, while WARC predicts that it will be the fourth largest channel globally.

This addition to our advertising network complements the company’s fast-growing national Digital 48 (D48) out-of-home portfolio and digital and classic 6 sheet networks. In total, we already deliver over 600m monthly impressions to reach over half of all UK adults (32m).

“Digital retail media represents a powerful opportunity for advertisers to spend time and budget closer to the point of purchase. Our new division will not only help us deliver on our mission to build stronger connections with communities, but also bring new audiences and data-led, flexible advertising opportunities to the market. We’re delighted that our first partner is the Stonegate Group and we’re looking forward to helping brands engage with the new MiXR community.”

Matthew Dearden, CEO of Alight Media

“For our brand partners, MiXR Media will be an absolute gamechanger. Digital media may be tried and tested in the off trade, but it’s never been delivered at scale in the on trade. As we roll out MiXR Media across our entire managed estate, we will be able to offer our partners hyper targeted, measurable marketing opportunities that will have a demonstrable impact.”

David McDowell, CEO of Stonegate Group