OOH & Sound: How Open is Expanding into Multi-Sensory Out-of-Home

Out-of-Home has always been about impact striking locations, and the power to connect with audiences in real-world moments. Now, Open is turning up the volume on what’s possible.

 

We’re proud to announce the introduction of sound across one of our digital screens at Metrocentre Yellow Mall, located just outside of the Newcastle retail destination marking the first time Open has ever incorporated audio into our portfolio. This famed shopping centre sees a huge annual retail footfall of 14.4m, making the location an ideal opportunity for reaching a broad retail and leisure audience. This new development represents a major step forward in our journey to deliver richer, more immersive, and more memorable experiences for everyone.

 

We are happy to announce we launched this brand new sound opportunity to market with partner, Lego.

 

Their 2025 Christmas Holiday Campaign has arrived, and it’s hitting all the right nostalgic notes. Titled ‘Hello, Is It Play You’re Looking For?‘, the global campaign brings together Lionel Richie, a cast of Lego minifigures and a healthy dose of festive chaos to remind families that playtime is where the real magic of Christmas lies. 

OOH has evolved from static billboards to dynamic, data-driven digital formats that respond to time, audience, and context. Now, as clients seek even deeper engagement, we’re developing stronger, more compelling human experiences through multi-sensory marketing.

 

Brands who choose to leverage this opportunity can reach beyond visual communication and combine different senses into one campaign can effectively connect with consumers on a deeper emotional level. 

 

Sound adds a new dimension to storytelling. It builds emotion, enhances memory, and deepens brand connections. In fact, research from The Audio-Visual Impact Study discusses the effectiveness of combining audio and visual media. This study has shown that campaigns combining sight and sound can drive up to 60% higher brand recall compared to visual-only formats. This shift is transforming OOH into a truly multi-sensory space and Open is proud to be leading the way.

We’re introducing sound to one of our digital screens at the Metrocentre Shopping Centre, marking the first time Open has incorporated audio into any of our OOH sites.

 

Located at the leisure entrance, directly outside the ODEON Cinema, this site is built for entertainment. It’s ideal for film studios and streaming platforms to showcase trailers delivering a cinema-style experience before audiences even step inside. With film campaigns, sound quickly grabs attention, transporting people into the plot of the film, building personal associations with the advertisements. Now with the introduction of audio, Metrocentre Yellow offers brands the chance to engage consumers on a deeper lever. 

 

Hardware-wise, there will be a directional speaker either side of our screen, meaning the sound can be directed to give optimal sound coverage.

 

There will be 2 x 100w directional speakers driven by a 300w amplifier positioned either side of the display and angled to clearly project the sound across the area in front of the display. Loud enough to subtly capture the audience’s attention but not deafen them, with sound pollution also being a factor considered in the planning so the system will only cover the local space.

Sound is one of the most powerful tools in advertising – it can evoke emotion and transform how audiences may perceive a brand. For brands this strategically means greater impact, stronger associations, and longer-lasting impressions.

 

Sound is the second most impactful and widely used sense in marketing as  it creates an element of surprise, it effectively grabs attention thus increases brand recall. Overall, sound can create an atmosphere and trigger your imagination leading to higher engagement levels.

 

Introducing sound adds another element to OOH as studies show from JC Decaux that people remember 65% of visual and auditory messages when presented together, compared to just 10% of information received through sight alone.

For Open, this launch represents more than a technological upgrade for the OOH market but it’s a vision of the future. As audiences become increasingly experience-driven, brands are seeking ways to engage not just the eyes, but the real minds of consumers.

 

With Open Connect, our national digital network, and now the introduction of sound we’re continuing to redefine what is possible when brands meet audiences in the real world. In the coming months, Open will be committing to the further expansion of sites across our Connect network which will be have the capability to run sound. 

 

To find out more please contact your Open Media sales representative.