Open Media: Our 2025 Vision.

After a busy start to 2025, Open Media CEO Mike Smith reflects on the previous 12 months and the huge ambitions of the company.

 

For Open Media, 2024 was our most exciting year to date. It showcased what we represent as an organisation, but, more importantly, as responsible leaders in the OOH industry.

 

Firstly, we launched a successful rebrand, accompanied by a brand-new website, with so much hard work behind-the-scenes from our team members and partners. The rebranding journey reflected our evolution and vision and was fuelled by our dedication to staying ahead of the curve, adapting to evolving trends and remaining deeply connected to our clients and partners.

 

We relaunched our Open Connect and Open Banner networks, celebrated our 9^th birthday, hosted a huge Moving Media Forward event in collaboration with Electric Glue and were featured in the Best Places to Work list by Campaign. Oh – and we were nominated for an Ad Net Zero award!

 

All of this, of course, happened while we were constantly running amazing campaigns throughout the year, working with global brands such as New Balance, giffgaff, Sol de Janeiro and L’Oréal to amplify their messaging with stunning and impactful results across the UK.

But, for all our hard work, 2025 is already shaping up to be even bigger!

 

In March, we are launching our first site in Northern Ireland, in Belfast. This is a huge move for Open Media and will be the only large format digital (LFD) location in the city centre. This allows us to expand into new markets and offer our partners the opportunity to reach new audiences through DOOH. This is part of our strategic direction for 2025 as we develop and strengthen our portfolio, adding to our incredible sites in London, Manchester, Sheffield, Liverpool and beyond.

 

Open Media also continues to grow as a team. In the last 12 months, we have expanded by 25% and expect this number to rise again during 2025. This is testament to the brilliant work happening every day at our offices in London and Liverpool. I really do believe we have the best team in the business.

 

At Open Media, we continue to work responsibly for our planet, people and communities. We donate screen space to environmental causes such as GlobalGoals Week and the Better Business Network, whilst delivering mandatory Carbon Literacy training for all team members. To date, Open Media, through our Ecologi partnership, has avoided over 400 tonnes of carbon dioxide, planted more than 9,000 trees and supported 43 environmental projects globally, from the Andean Forests in Bolivia to supporting a wind farm in South Dakota, USA. Closer to home, our partnership with Daktronics and their EcoSmart technology allowed Open Media to become the first site in the country, at BOXPARK Liverpool, to offer up to 50% energy savings, including minimal power consumption and sleep mode.

 

Ultimately, we want Open Media to lead the OOH industry both responsibly and intelligently. We are constantly refining our locations, data and technology to provide our clients with the most expansive and intelligent experience possible. We partner with AdMobilize, who use state-of-the-art audience measurement technology to offer comprehensive data feedback. We want great campaigns to have maximum impact! It really is that simple, and we are in a wonderful position to continue building upon all the fantastic achievements of the last 12 months.

 

As the advent of 3D continues to grow, the OOH possibilities are endless! With our Open Perspective network expanding, I am excited by the innovative 3D campaigns we will carry for our clients and partners in 2025. I cannot understate the creative opportunities Open Perspective offers.

I am also pleased by the rapid development of programmatic OOH, as brands continue to search for increased flexibility and value for money. Programmatic OOH allows advertisers to enhance their media plans and purchase optimised ad placements in real-time, aligned to specific audiences, empowering brands to tell their stories to the right people at the right time.

 

While we are producing the best results for our clients, we never forget the communities we serve. Like our responsibility to the planet and sustainability, we have huge plans for International Women’s Day and Black History Month, so watch this space! We also continue to work with our official charity partners Whitechapel, Just Like Us, Teenage Cancer Trust, Roy Castle and James’ Place. All these organisations have a special place in our hearts and produce such wonderful work. Furthermore, as the first B Corp certified OOH owner in the UK, we remain committed to maintaining our high standards and being a responsible, ambitious and forward-thinking member of the B Corp community.

 

As ever, we love meeting like-minded brands and organisations. After reaching over 215 million people across our portfolio in 2024, Open Media is only getting bigger. And we want as many amazing, innovative and creative campaigns as possible to be part of that. If you have a story to tell, we want to work with you!

 

Mike