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Impacts

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OPEN Insights

Industry Insights

There are not many forms of advertising in which an ad can not only be seen, but be experienced. Enter Out of Home advertising (OOH). OOH is a medium which allows brands to communicate with their audiences on grand scales and in many creative ways.

Creativity in advertising is seen as important as it transforms a simple impression into a lasting impact on a viewer, putting a brand at the front of mind. Somewhere where every brand wants to be when a consumer comes to make a purchasing decision. And with the sheer amount of advertising noise in modern life, it is imperative now more than ever to make an impression that sticks with the viewer.
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Put simply, creative ads are effective as the human brain is naturally drawn to stimuli which is different from its surrounding environment. Humans are naturally drawn to creativity as it allows us to express ourselves and connect with others through shared experience, much like brands can do with the power of OOH.

The creative power of OOH sits in the fact that it can craft compelling narratives, and truly bring the viewer along on a journey. OOH can also make use of the environment in which it sits and integrate with its surroundings to creative an incredible immersive experience. OOH is used by a lot of the world’s most biggest and valuable brands, and it is not hard to see why.

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Polaroid TSwift Boxpark Wembley

With OOH the creative opportunities are endless, whether your ad is static, dynamic or subtle motion, or even full motion, the medium provides one of the best chances to leave that lasting impression on your audience, and a 2023 study from Beeyond Media demonstrated this by proving that 69% of people made a purchase after being exposed to an OOH ad.
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Over the past several years technology has allowed creativity to grow massively within the OOH world with advancements such as 3D. 3D OOH works by using a ‘forced perspective’ technique to create an optical illusion, making images appear to ‘pop out’ of the screen, allowing for some of the most eye catching, creative ads in the history of advertising, and is a sure way to get a brand noticed by audiences.
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Besides the capabilities of what is able to be shown on the screen within OOH advertising, the medium allows for creativity to be demonstrated even through the logistics of OOH. For example, programmatic buying allows for ads to be creative within what locations or time of day they are shown. With programmatic a brand can force real-time adaptations and push their ads live in exactly the right place at the right time.
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OOH truly is the home of creativity.
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Check out some of our favourite creative campaigns below

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Ladbrokes ABC Banner

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Open_Media_Guinness_5-5-24 (3 of 3)

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Selfridges Trafford Portrait

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Nike Foden Euro24 Hotel Football

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Paramount_The Moor_Sheffield (2 of 6)

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News and Events

Charity

In an effort to raise awareness about cervical cancer screening, creative agency Continuous has partnered with The Eve Appeal to launch a provocative out-of-home campaign ‘Whatever Gets You Going’. Supported by media owner Open Media, who have generously donated digital billboard space across the UK, the campaign aims to inspire individuals to advocate for themselves at their cervical screening with a fresh, empowering message.

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Going live around Cervical Cancer Prevention Week (20th &#8211; 26th January 2025), the campaign takes a unique approach, using provocative messaging to dramatise that when it comes to asking for what you want, bedrooms and screening rooms aren’t so different. By capturing attention and then revealing the different things the audience can ask for at their cervical screening, ‘Whatever Gets You Going’ acknowledges the different motivations and challenges people face when it comes to attending screenings, reframing the conversation around this critical health check.
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Whatever Gets You Going’ holds personal significance for Continuous’ Senior Designer Becky Narito, who helped create this campaign. After avoiding going to her own screening for years, Becky found out that she had cervical cancer when she was 26 years old. This experience allowed her to bring her own unique insight and passion to the project. “I know firsthand how scary it can feel to go to a screening, but I also know how important it is,” said Becky. “This campaign is my way of helping others overcome that fear, and take control of their own health.”
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Designed to spark conversation and drive action, the campaign’s headlines —such as “Size matters” and “Three isn’t a crowd”—are being showcased on billboards in high-visibility locations thanks to Open Media’s generous support. However, these provocative headlines are actually highlighting facts people may not know that they can ask for at their screenings, such as asking for a smaller speculum, or bringing a friend. By bringing awareness to this in an attention grabbing way, the hope from The Eve Appeal is that more people than ever can advocate for what they want, and feel more empowered about their health.
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“Cervical screening saves lives, but we know it’s not always easy to make it a priority,” said Athena Lamnisos, CEO of The Eve Appeal. “This campaign connects with people in a way you wouldn’t expect from a women’s health campaign. And it’s exactly that which at The Eve Appeal, we want to do &#8211; breaking down stigma, and showing that whatever gets you going to your screening, it’s worth it.”
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“When you look at other screening campaigns, they’re either patronising, daunting, or worse, nonexistent” said Olivia Downing, Associate Creative Director at Continuous. “Our campaign set out to speak to our audience in a memorable, accessible way about the small things that might really make the difference in whether or not you go to what could ultimately be a life-saving screening.” Open Media’s contribution of over £200,000 of digital media space ensures the campaign reaches millions of people during
Cervical Cancer Prevention Week.
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“We’re proud to support this vital campaign and amplify its message,” said Michael Davies, Senior Marketing &amp; Partnerships Executive at Open Media. “It’s exactly the kind of cause we’re committed to championing.”
Cervical cancer is preventable, and early detection through regular screenings can be life-saving. Despite this, participation rates remain low, particularly in some communities. ‘Whatever Gets You Going’ seeks to normalise conversations, and remind people that when cervical screening literally saves lives, do whatever gets you going.
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For more information on cervical screening and The Eve Appeal’s work, visit <a href="http://www.eveappeal.org.uk.">www.eveappeal.org.uk.</a>

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With major new site openings in Wales, London and Liverpool, it has been an incredibly exciting 2024 for Open Media.
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Reaching 8 million people per week, our Open Connect network brings brands, organisations and campaigns to life in the most creative ways imaginable.
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From big screen to sunscreen, 3D to Just Do It, it has been another unforgettable 12 months of working alongside the biggest names in business.
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After another record-breaking year for Open Media, our team members reflect on their favourite campaigns of 2024.

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Heineken

<h2>Heineken, Cheers to The Real Hardcore Fans</h2>
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Heineken launched their brilliant Cheers to The Real Hardcore Fans campaign for the Champions League. Heineken showed real fans in high-emotive states, something all football supporters can recognise and have experienced.
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I loved this campaign because it perfectly captured the essence of being a football fan.
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Our site at Boxpark Wembley &#8211; one of the most popular fan-parks in the country &#8211; was turned into a Heineken Haven to celebrate the Champions League final and bring the excitement to life with their amazing campaign.

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<h2>Universal Pictures, Despicable Me 4</h2>
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2024 has been a breakthrough year for cinema campaigns at Open Media with my favourite, undoubtedly, the Universal Pictures campaign for Despicable Me 4.
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Launching at the height of summer, the campaign showcased the power of our Open Perspective and Open Connect networks in building meaningful connections with audiences, while driving national reach ahead of a major box office debut.
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A standout moment was the activation at BOXPARK Wembley, which coincided with the Taylor Swift shows at Wembley. Universal strategically used this site to display their dynamic trailer footage, tapping into an engaged crowd and building anticipation.
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As one of the first to utilise our Popcorn Pack offering, it was a fantastic blueprint for the industry, highlighting the effectiveness in leveraging large-format DOOH near leading UK cinemas. Looking back, this campaign was a perfect example of how OOH is becoming an essential part of cinema marketing.

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SolDeJaneiro

<h2>Sol De Janeiro, Rio Radiance Sunscreen Collection</h2>
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Just as the summer holidays approached, we were beginning to look forward to sunshine and holidays.
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It was during this exciting time Sol revealed their campaign for the Rio Radiance Sunscreen Collection, with striking graphics and gorgeous summer colours.
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Sol De Janeiro perfectly captured the essence of the season and helped create an excitement for the coming months.

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<h2>Nike, Winning Isn’t For Everyone</h2>
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The messaging throughout this Nike campaign was clever and perfectly reflected the competitiveness of athletes and their willingness to win.
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The supporting imagery within added emotion, and combined with strong bold colours, completed the look of this stand-out campaign with influential footballers such as Phil Foden.

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<h2>Muller Rice, Muller Rice Euros </h2>
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My favourite campaign from this year has been Muller Rice.
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As an American, I’m not usually supporting a team at the European Championships, but my favourite player for many years has been Declan Rice. As a West Ham United fan, I have watched him grow as a player over the years!
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I might be bias, but that boosted this campaign to easily becoming my favourite for 2024. The next step for Muller Rice is to please let me meet Declan so I’m not just getting pictures of the campaigns!

A summer holiday is commonplace with a lot of people each year, with travellers jetting off to many different destinations in search of sun, sea and sangria, and travel companies are vying for as many customers as possible.
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However going on holiday isn’t a new trend. Some of the earliest travel advertisement posters date back as far as the 1870’s, encouraging people to travel by railway for pleasure, and The British Travel and Holidays Association ran their famous ‘Come to Britain’ campaign in 1929 for an impressive 50 years.
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Fast forward to the 1950’s and the advent of the package holiday. Package holidays helped revolutionise travel with factors such as chartered flights and reduced travel times from journeying via plane. Around this time the shift turned away from railway posters and instead to more glamorous airline travel, causing a big change in advertising. Although package holidays were born out of the 1950’s, it was really until the 1970’s the world saw the advent of mass tourism, with Britons spending more on overseas holidays than those at home for the first time ever.

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Canary Islands

Travel continues to be an enormous industry which is growing, especially in the UK in which £64.2bn is expected to spent this year on consumers taking holidays. In particular, spending on package holidays taken by UK residents overseas was estimated to have reached £21.1bn in 2023.
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With such a big market comes big audiences and as such, golden advertising opportunities. A study by Aviva found that nearly three quarters of people (73%) say that it is important for them to go on holiday.

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<li class="li1">OOH can help increase brand awareness. It is common knowledge that OOH reaches a large volume and broad range of audiences every single day. By utilising the medium, travel brands can get in front of audiences they never have previously.</li>
<li class="li1">Proximity targeting. Adding OOH to a media plan can assist in targeting specific locations for campaigns. It is important to note that seeing an OOH advertisement is commonplace in most peoples daily routines. OOH can help brands target areas with high pedestrian numbers or long dwell times.</li>
<li class="li1">Emotional advertising. Picture this, you’re stuck in a traffic jam or on your commute to work on a dreary day. You see an advert that shows a sun-soaked destination which immediately transports you back to your holidays and then want to book your next. Playing on emotions and creating a sense of wanderlust is easy to do with OOH.</li>
<li class="li1">Creative possibilities are endless. Whether immersing the viewer helping them to ‘experience’ the destination, making use of 3D capabilities or simply taking advantage of a large format canvas with high impact visuals, with OOH creativeness knows no bounds.</li>
</ul>
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It’s clear to see that advertising using OOH is more than just putting an ad on a screen, it is speaking to and connecting with an audience, which is key when looking to win customers.

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Vrbo Holiday Homes

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British Airways Wandsworth

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Gozo Moor

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Virgin Atlantic Speke d48

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EasyJet HF

Finally, what are some key recommendations travel brands should be considering when adding OOH to a media plan?
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<ul class="ul1">
<li class="li1">Make sure your campaign is innovative enough to cut through the rest of the advertising noise and connect with your target audience.</li>
<li class="li1">Make the most out of the many choice of outdoor locations by utilising high traffic, pedestrianised or travel-orientated locations.</li>
<li class="li1">Make the most out of creative possibilities with high-impact imagery or messaging.</li>
</ul>
Sources: Mintel, Aviva, Finder.com, Emarketer, insightooh.com
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To learn more about how OOH could work for your campaign, contact <a href="mailto:jamie.fisher@openmedia.uk.co">jamie.fisher@openmedia.uk.co</a>m

Marking the first targeted, data-driven campaign collaboration between two B Corp media owners, Open Media and Mobsta have united to develop a hyper-targeted campaign on behalf of the German National Tourist Office UK &amp; Ireland (GNTO).
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The campaign – which seeks to establish a powerful blueprint for the media industry and aims to improve media’s role within the advertising chain – is designed to reach sustainably-minded consumers and encourage positive behaviour change among consumers within the travel and tourism sector.

Recognised as the fourth most sustainable country in the UN, Germany has long demonstrated its commitment to sustainability, developing world-class initiatives and state-of-the-art infrastructure which seamlessly integrates innovation, eco-conscious practices and affordability.
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The country has developed a wide range of practical initiatives such as a €49 per month nationwide public transport ticket, enabling cost-effective and sustainable travel across the country. This initiative, coupled with free local transport (often included with hotel stays) and over 100,000 kilometres of cycle paths, ensures that sustainable tourism is accessible to all visiting the country.
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Moreover, cities such as Freiburg and Hamburg exemplify the country’s ongoing commitment to creating energy-efficient destinations, combining outdoor spaces and environmentally conscious design. This includes the creation of <a href="https://www.hamburg.com/residents/green/green-roofs-19000">purpose-built roof gardens</a> in Hamburg to promote biodiversity and the development of plus-energy architecture in Freiburg, with the city also home to the very first plus-energy house in the world, <a href="https://architectuul.com/architecture/heliotrop-rotating-house">The Heliotrope</a>.

This month, Open Media and Mobsta are bringing together their unique offerings in digital out-of-home (DOOH) and behaviourally informed geo-contextual mobile display advertising respectively, to amplify the ‘Simply Feel Good” campaign message, while equipping consumers with the tools to enable and encourage sustainable travel in Germany.
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This includes signposting visitors to <a href="https://www.germany.travel/en/feel-good/stay-overnight.html">a certified list of sustainable accommodation options</a>, ensuring visitors can plan their stays and enjoy trips responsibly with a &#8220;Simply Feel Good&#8221; peace of mind.

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By harnessing data from Starcount’s market-leading intelligence platform, Open Media and Mobsta worked together to determine the optimum out-of-home (OOH) locations to reach the audiences in the right mindset, with a focus on reaching sustainably minded travellers, selecting sites most likely to over-index against those interested in travel and equally, sustainability.
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This insight helped refine the campaign’s focus to sites within two of Open Media’s DOOH networks (Open Connect and Open D48) across five major UK cities: London, Sheffield, Newcastle, Liverpool, and Manchester. This data-intelligence approach was then applied to Mobsta’s behaviourally informed geo-contextual advertising capability, utilising location-based retargeting to drive further awareness and frequency at scale.

Open Media and Mobsta have long proven their commitment to building a sustainable media landscape, founded on a shared principle that prioritises the planet, as well as profit. They are bringing to market revolutionary, sustainable advertising solutions that deliver first-in-class results for clients while reducing the industry’s overall impact.
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As the first B Corp certified media owner in OOH in the UK and Europe, Open Media has continued to pioneer sustainability initiatives that help to reduce the impact of OOH advertising. This includes developing a unique-play, data-driven carbon calculator in partnership with UniLED, giving brands the ability to track and measure the “in-use” emissions of a campaign. Moreover, Open’s partnership with offsetting partner, Ecologi takes this one step further by presenting clients with the solution to offset campaign emissions effectively.
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Specifically, this campaign will become the first travel and tourism campaign to utilise these two sustainability offerings, marking an exciting step for the industry.
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Sharing these same principles, Mobsta has also firmly cemented itself as a leader in sustainability within the media industry. Since becoming B Corp certified in 2022, Mobsta has too furthered its work in this area. The business has committed to reaching Net Zero by 2050 in line with SBTi, while declaring key targets which seek to reduce the business’ Scope 1 and Scope 2 GHG emissions by 2030 (by 42% in the next 5 years).
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Through this campaign, Open Media and Mobsta’s partnership illustrates how B Corp media owners can lead the way in responsible advertising. The campaign sets a precedent with a sustainable, data-backed approach that benefits both clients and the planet. More broadly, this collaboration addresses action three of Ad Net Zero’s 5-step action plan, by reducing the emissions generated from the campaign’s media planning and buying.
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Together, Open Media and Mobsta are collectively reshaping advertising with a commitment to long-term change.

Established in 2010, Mobsta is a media owner specialising in geo-contextual omnichannel activation fuelled by behavioural and consumer data to deliver first-in-class location-powered advertising campaigns. As a B Corp-certified business, Mobsta puts people and planet alongside profit through sustainable media buying and responsible practices.

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Brilliant things can happen when a room full of inspiring women get together and open up, and this is what we see each month when we host our Open Chat breakfast events. The initiative began back in January 2020, organised by Chief Revenue Officer Fiona Ravlic, and are hosted by senior women in the OOH or wider media industry. Attended by 20- 25 women in varying aspects of the media, the Open Chat always comes with fantastic feedback and even a waiting list for future events.
The aim of the breakfasts are to get like-minded women into the same room to open up, share stories and advise, as well as inspire and support each other. Topics discussed have ranged from breaking the glass ceiling, to navigating the menopause, to sharing anecdotes of career challenges, and guests always leave feeling inspired.
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We have had so many inspiring women be kind enough to give up their time to guest host including;
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<li class="li1">Kelly Parker, CEO @ Wavemaker</li>
<li class="li1">Natalie Bell, CEO @ Wavemaker</li>
<li class="li1">Sarah Parkes, Managing Partner @ Talon</li>
<li class="li1">Nicole Lonsdale, Chief Client Officer @ Kinetic</li>
<li class="li1">Kathryn Jacob, CEO @ Pearl &amp; Dean</li>
<li class="li1">Liz Jones, Founder @ Conker</li>
<li class="li1">Georgina Bramall, Marketing Strategy Director @ GiffGaff</li>
</ul>
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As well as speakers from the media industry, we have been lucky enough to be joined by charity founders and CEO’s such as Leanne Pero from Black Women Rising and Natalie Haskell from Coppafeel. Alongside inviting charity leaders to host, Open Media are always happy to support female-led charities with media space around the UK.

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It is a fact that media industry is dominated by males, so events like these are so important to give women a platform and make them heard as well as show that there actually is progression for women in the media space. In the UK media industry, men continue to dominate top leadership positions, with women continuing to be underrepresented at CEO level.
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There are more FTSE 100 CEOs named &#8220;Dave&#8221; or &#8220;David&#8221; than there are female CEOs. According to a 2023 review, nine FTSE 100 companies were led by men named David, compared to seven female CEO’s.
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Women in the media industry face a number of barriers including; Gender bias, lack of representation, harassment &amp; abuse, stereotyping and tokenism, to name a few.

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<li class="li1">Only 22% of C-suite roles in the media and entertainment industry are held by women.</li>
<li class="li1">According to a 2020 report by the Equality and Human Rights Commission, the average pay gap in in UK media companies stood at 15.1%</li>
<li class="li1">A study by the Everyday Sexism Project found that one in two women (50%) had experienced some form of sexual harassment at work.</li>
<li class="li1">A study from McKinsey on Women in the Workplace has revealed it will take 50 years to achieve gender parity in the workplace for all women. Read other key findings of this study <a href="https://www.mckinsey.com/featured-insights/diversity-and-inclusion/women-in-the-workplace">here</a>.</li>
</ul>
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The Open Chat events create a safe space and platform to discuss these challenges, as well as share experience and advice to others. Although the above statistics are shocking and something that need to be seriously addressed, knowing that others are have been in similar situations can offer reassurance and help to others.

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Fiona

Black Friday is changing. No longer a 24-hour frenzy, the UK spent <a href="https://citcom.co.uk/blog/the-rise-of-black-friday-in-the-uk/#:~:text=Black%20Friday%20has%20continued%20to,increase%20year%2Don%2Dyear.">an eye-watering £13 billion</a>, up 7.3% year-on-year, across the weekend bonanza in 2023.
But while the Black Friday period, which culminates in Cyber Monday, remains an online-first event, in-store purchasing grew last year, with 44% of consumers buying at physical locations and spending an average of £113. It is also a major chance to build customer loyalty, with <a href="https://store.mintel.com/report/uk-black-friday-market-report">84% agreeing</a> a positive experience during Black Friday encourages them to shop with a retailer again.

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This offers brands a tangible opportunity to supercharge their Black Friday campaigns using out-of-home advertising (OOH), with <a href="https://www.marketing-beat.co.uk/2024/09/11/ipa-media-landscape-report/">renewed research</a> asserting OOH reaches over 90% of adults every week of the calendar year. This presents OOH a huge chance both directly and indirectly, with a <a href="https://broadsign.com/blog/supercharge-your-black-friday-cyber-monday-campaigns-with-out-of-home-advertising/">poll</a> finding 74% of mobile users act after viewing OOH, including online searches (44%), website (38%) and social visits (30%).
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<a href="https://ipa.co.uk/knowledge/publications-reports/the-2024-christmas-consumer">Data also suggests</a> consumers will spend earlier than ever in 2024, with 20% of parents beginning their shopping in November, alongside 14% of non-parents. But Black Friday kickstarts it all, with 82% of 18-24s and 75% of 25-34s planning to spend at least a quarter of their budget.
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Furthermore, <a href="https://openmedia.uk.com/insights/unwrapping-christmas-spending-with-starcount">during the recent study between Open Media and Starcount</a>, we found November is the highest spending month for consumers purchasing electronics and technology, with 25–34-year-olds in particular splashing out. In 2023, <a href="https://dotdigital.com/blog/black-friday-cyber-monday-stats/">according to statistics</a>, 68% of Gen Z (born between 1997-2012) intended to take advantage of Black Friday with <a href="https://www.finder.com/uk/banking/black-friday-statistics">their estimated spend</a> hitting £176, a whopping 56% more than national average. For brands and advertisers, this is a real opening to connect with fresh audiences.
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In fact, it is reported 32% of Gen Z believe Black Friday offers good value, while almost half of spending by under 25s is expected to be in-store or by click and collect, adding greater impetus to the increased value of OOH with new eyes to be reached. This <a href="https://www.pwc.co.uk/industries/retail-consumer/consumer-reconsidered.html">echoes research by PwC</a> showing a post-pandemic resurgence of young people wanting to experience real-life shopping.
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Put simply, during Black Friday, millions of people are on the high street &#8211; in front of OOH &#8211; with a desire to spend. OOH offers brands the chance to amplify their messaging &#8211; according to <a href="https://yougov.co.uk/">YouGov</a>, in 2022, 61% of Black Friday consumers snapped a photo of an OOH ad, while 49% spoke to friends and family about an OOH placement.
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Modern data also suggests OOH is having an increasing influence on online spending, with a study from <a href="https://uk.themedialeader.com/ooh-impact-on-online-sales-underestimated/#:~:text=A%20study%20from%20GroupM%20OOH,£2%20is%20spent%20online.">GroupM</a> discovering OOH has an online multiplier of 1.7, meaning for every £3 spent in-store due to OOH, £2 is spent online.
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With this in mind, brands can utilise our Open Connect network &#8211; 23 digital screens placed strategically across the busiest cities of the UK – to position themselves in the heart of the action during Black Friday, capturing attention, commanding visibility and creating a lasting association during the busiest season of the retail calendar.
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Our Open Connect network opens doors to locations previously deemed unreachable, from Wembley to Trafford Centre, engaging millions of consumers and providing a gateway into diverse audiences, allowing you to put your brand centre stage.
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As Black Friday changes, the potential of OOH continues to grow.
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To find out more about how OOH can work for your festive campaign, contact <a href="mailto:fiona@openmedia.uk.com">fiona@openmedia.uk.com</a>.
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Sources: Citcom, Mintel, Marketing Beat, IPA, Starcount, Dot Digital, PwC, Media Leader, YouGov, Finder.

Open Media pay special tribute to Michael Molloy and the Tyred Campaign

On the anniversary of his passing, Open Media honoured the life and legacy of talented 18-year-old musician Michael Molloy, from Liverpool, who was tragically killed in a coach crash while travelling home from a music festival on September 10th 2012.
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Michael and two others, Kerry Ogden, 23, and coach driver Colin Daulby, 63, died after a 19-year-old tyre on the coach blew out on the motorway. All the tyres on board were found to be dangerously old, with even the spare 14 years old.
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Following the crash, Michael&#8217;s mother, Frances, launched a campaign for a ban on tyres over 10 years old for buses, coaches and lorries. The Tyred Campaign faced many hurdles and was rejected eight times in parliament overall.

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In 2019, however, Frances and the Molloy family were victorious, with the government announcing legislation to ban tyres 10 years or older on the front wheels of buses, coaches, minibuses and goods vehicles.
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And on Tuesday, the 12th anniversary of the tragic crash, Open Media turned their Liverpool City Centre screens into tributes, remembering Michael the musician and the life-saving influence of the Tyred Campaign.
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In 2013, Michael&#8217;s song &#8216;Rise and Fall&#8217;, which he performed with friend Alex Evans, was released by his family, breaking into the UK singles chart at number 38.

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Open Media lit up five of their most popular screens in Liverpool City Centre with an image of Michael, playing his beloved guitar, and the slogan &#8216;Legends Never Die&#8217;, as well as the Tyred Campaign logo, while thousands passed by.
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His mother Frances told the Liverpool ECHO: &#8220;This is how we remember Michael &#8211; he was a musician first and foremost. He loved music, it was his whole life. Once he learned to play guitar, I don&#8217;t think I can remember a day when he didn&#8217;t play it.
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&#8220;He was always thinking about what he was going to do next with music, so that&#8217;s how people remember him. All his friends describe him as a larger-than-life character.&#8221;

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DSC04162 1

Open Media CEO Mike Smith said: &#8220;Open Media are proud to play a small part in remembering Michael Molloy and his inspirational legacy. The Tyred Campaign has, and will, save countless lives.
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“As a firm with strong Liverpool roots, Michael will forever be in our hearts and the tribute was important, for all of us at Open, to play our part in remembering a special human being.&#8221;

Christmas, it’s the most wonderful time of the year. Spirits are high and against the twinkling lights and sparkly decorations, shoppers are starting to undertake the sometimes mammoth task of their Christmas shopping. We see the high streets come alive as crowds of shoppers flock to stores, presenting an ample opportunity for brands to get in front of receptive and engaged audiences using out-of-home (OOH) at Christmas time.
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Christmas sales figures in the UK are unsurprisingly reported to be the highest in Europe, with Brits expected to spend over £600 on Christmas gifting each year. Popular gift categories include clothing &amp; shoes, as well as food, beverages &amp; alcohol. Despite a significant shift in online shopping over recent years, a substantial amount of the public’s hard-earned cash is still spent in physical stores around the Christmas period. Last year, it was reported sales in store saw a rise of 3.5% in the run up to December compared to the previous month, and as more people are out and about, OOH advertising will also benefit from the increase in footfall, positively impacting viewership figures. Although the lead up to Christmas Day is extremely important, sales post-Christmas also make up a significant portion of December spending. Last year from Christmas Day to the end of December, 58.3 million people were forecast to head to the high street in search of their post-Christmas bargains.
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This year as we head into the Golden Quarter, we wanted to conduct a deep-dive into the motivations and intent around Christmas shopping, uncovering the best opportunities for OOH activations around this period. We are delighted to have collaborated with Starcount on this project, an advanced audience platform that integrates signals from social, demographic and banking spend transactions to reveal consumer motivations and behaviours. Together, we have identified three key categories (Alcohol, Clothing &amp; Footwear, and Electronics &amp; Technology) that present the best opportunities for OOH activations during the festive period. With December being an imperative month for spending within these categories, OOH can help a brand become front of mind at arguably the most important time of the year.

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DSC08972

It’s no secret that alcohol spend over the Christmas period makes up a significant part of the festive budget. Whether you are hosting Christmas dinner or buying bubbles as a gift, the uplift in alcohol sales in December year-on-year is huge. Seasonal spending on alcohol is a key element of the festive economy and is often driven by targeted OOH campaigns, so we delved deeper to understand who is spending the most, and when.
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We discovered 3 key findings when analysing alcohol spend data:
<ul class="ul1">
<li>The alcohol category sees the highest spend in Q4, specifically the month of December.</li>
<li class="li1">The week leading up to Christmas was the largest week in terms of alcohol sales.</li>
<li class="li1">The 35-44 age bracket spent the most, as well as those earning £100k+</li>
</ul>
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It’s no surprise the alcohol category sees the highest spend in Q4, with an 8% increase compared to November. This increase is likely due to most festive celebrations occurring in December, especially the highlight of the season, Christmas Dinner.
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Looking into the periods where alcohol spending is at its highest, we see an expected increase in sales throughout November and December, suggesting that consumers are stocking up for the holiday through physical, in-store shopping or alcohol delivery services &#8211; something that likely doesn’t happen at any other time of the year. Interestingly, the week leading up to Christmas Day was the largest week for alcohol sales in Q4, representing a WoW growth of 26% vs the week ending the 17th December.

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Indexed Alcohol Spend vs. Week (1)

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Indexed Alcohol Spend vs. Month

Taking a closer look into the types of people who spend highly on alcohol during the Christmas period, we can see that the ages between 35-44, and with an income of 100k+ are the highest spenders in the alcohol category. This is likely due to this audience having a higher level of disposable income and will therefore indulge in products with a more premium offering, either for personal use or splashing out on family and friends over the festive period. Alcohol brands should keep this front-of-mind and allocate some of their OOH budget towards targeting last-minute buyers during the week of Christmas.
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In accordance with this audience, we have hand-selected a few of Open Media’s sites that index perfectly against those who spend the most on alcohol at Christmas and would make a perfect canvas for alcohol brands’ campaigns: Our Trafford Centre sites (Landscapes, Portraits &amp; D48), Wandsworth High Street, Hammersmith High Street &amp; BOXPARK Liverpool.
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By utilising these targeted locations during peak spending periods, alcohol brands can craft a highly targeted campaign, reaching the right audience at the perfect moment.

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Thatchers Moor

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Peroni ABC banner

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IMG_3955

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Erdinger New CS Ext

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Insight_Stats

Whether as part of gifting or Christmas parties and festivities, spending on Clothing &amp; Footwear at Christmas time surges every year. Interestingly, we are starting to see the once ‘Boxing Day Sales’ arriving earlier in the year.
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We discovered 3 key findings when analysing Clothing &amp; Footwear data:
<ul class="ul1">
<li class="li1">December is the highest spending month for the Clothing &amp; Footwear category, seeing a MoM increase of 7% vs November.</li>
<li class="li1">We witness two periods in December where spending peaks: the first week in December, and the week after Christmas.</li>
<li class="li1">The people that spend the most in this category at Christmas time are those aged between 35-44, with low-mid income levels of £20-40k.</li>
</ul>
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November &amp; December are key months within the clothing and footwear category as people start to head out on their Christmas nights out and purchase items over the festive period, with December seeing a MoM increase of 7% vs November. This uptick is likely driven both by purchasing gifts and personal buying, and it’s important to note those who possibly don’t spend much on this category throughout the year spend more in Q4 when buying gifts.
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Looking at the peak spending period across Q4, we witness two key periods within December where spending rises; the first week of December and the week following Christmas. The latter increase is likely fuelled by stores starting their Boxing Day sales early, with people wanting to build their wardrobe for the festive season. Brands should consider these two key moments when planning campaigns, targeting both early gifters and last-minute shoppers to influence purchasing decisions effectively.

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Indexed Clothing Spend vs. Week

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Indexed Clothing Spend vs. Month

Focusing on the demographics that spend the most in this category during Christmas, individuals within the 35-44 age band are the top spenders, likely purchasing clothing for both themselves, their children, and potentially even their parents. Additionally, those earning between £20-40k are spending the most in the category during this time
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The table below highlights Open Media sites that perfectly target the audience of those who spend the most on Clothing &amp; Footwear during Christmas. Targeting select sites during key times within the festive period aids in the successful execution of OOH campaigns at this important time of year. Those sites include: Coventry Central, Newcastle Metrocentre, Trafford Landscape &amp; Portrait, Swansea Central and our Trafford D48.

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Insight_Stats2

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Boss Kidswears Liverpool The One

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Calvin Klein Wandsworth

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H&M Trafford Portrait

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PLY Drake Circus

Despite economic challenges over the past few years, Electronics &amp; Technology (E&amp;T) remain a popular gifting category over the festive season. Driven by Black Friday and Cyber Monday, we see an uplift in spending within this category each year as Christmas lists continue to be populated with the latest tech items.
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When analysing the data from the E&amp;T category, we discovered 3 key findings:
<ul class="ul1">
<li class="li1">The highest spending month was in November.</li>
<li class="li1">Brands should align their E&amp;T campaigns with the two key Q4 periods of sales: Black Friday &amp; Boxing Day.</li>
<li class="li1">The age group spending the most in this category are those in the 25-34 age bracket, with an income of £100k and over.</li>
</ul>
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Contrary to the previous categories we have analysed, E&amp;T spending during the festive season peaks in November rather than December. This is due to Black Friday &amp; Cyber Monday sales going live with people aiming to get the best deals on their E&amp;T purchases. Brands should keep this trend front-of-mind when planning their E&amp;T campaigns, as consumers tend to make purchasing decisions earlier in the year. This presents a golden opportunity for E&amp;T brands to launch their Christmas campaigns in or before November, and capture consumer attention when it matters most.
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The graphs below clearly illustrates the impact of Black Friday, with a significant spending spike during November. The following weeks, however, fall short of this peak. Interestingly, there is a smaller uptick in spending after Christmas, likely driven by consumers spending their Christmas money and taking advantage of the Boxing Day sales. Brands should therefore not only prioritise the timing of their campaigns, but also ensure they create impactful and memorable campaigns that resonate with consumers even after the festive season comes to an end.

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