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OPEN Insights

Industry Insights

Black Friday has once again arrived as the public look for their bargains ahead of commencing Christmas shopping and the festive season. At the mention of Black Friday we picture scenes of a few years previous of absolute chaos in stores, with hoards of customers crowded at shop entrances, waiting for them to open and pushing their way in, not caring who they take out along the way, but in 2025 and the age of online shopping, just how big is Black Friday weekend for in-person retail? 
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Last year during Black Friday, online shopping sales reached a staggering £1.12 billion, and reported the biggest single online shopping day of the whole year. On top of this, this impressive spending figure was up 7.2% from the year previous, demonstrating the appetite for spending around this time. 
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Typically the time when a lot of the public start to undertake their Christmas shopping, the Black Friday weekend sees hundreds of brands offer discounts, with categories such as Clothing &amp; Footwear, Electricals &amp; Technology and Cosmetics &amp; Beauty seeing the highest amount of spending over the weekend.

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The average spend per shopper taking part in Black Friday is reported to be around £430, and around 58% of UK adults planned to take part and spend this year. As seen, participation in Black Friday remains high, in particular with Millennial and Gen Z groups, who represent an important part of the general retail consumer landscape. 
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When it comes to how consumers are purchasing goods around this time, there is a high demand for internet shopping with around 69% choosing to buy online rather than in store. However, figures from Black Friday in 2024 reported that UK footfall jumped an impressive +40.5% from the week previous, and total in-store footfall during Black Friday rose +4.8% year or year last year, marking a positive rebound for physical sales.
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Although a large amount of consumers are spending online, there is still a case for a high street and consumer research has found that people are still braving the crowds on Black Friday to visit the high street. 
 
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<li style="font-weight: 400;" aria-level="1">35% of in-store shoppers prefer to visit in person to assess the quality of the products </li>
<li style="font-weight: 400;" aria-level="1">27% enjoy the thrill of finding an unexpected deal from an unadvertised bargain </li>
<li style="font-weight: 400;" aria-level="1">25% of shoppers choose to shop in person to avoid shipping fees, particularly for larger and expensive items</li>
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This Black Friday we have utilised our AdMobilize cameras on a selection of our retail-based sites in our LFD Open Connect network to discover how busy retail areas are during one of the busiest periods of the retail calendar. Thanks to a strategic partnership with AdMobilize, we have the tools to precisely measure audience and traffic flows around our sites. This cutting-edge software enables real-time, detailed and sophisticated audience tracking and fully optimises our DOOH advertising measurements.
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<table style="height: 230px;" width="1398">
<tbody>
<tr>
<td>Date </td>
<td>Impression Figure</td>
</tr>
<tr>
<td>14th November</td>
<td>535,920</td>
</tr>
<tr>
<td>21st November</td>
<td>736,470</td>
</tr>
<tr>
<td>28th November (Black Friday)</td>
<td>881,250</td>
</tr>
</tbody>
</table>

Exploring the impressions data from actual Black Friday and the previous two Friday dates earlier in the month, we see a positive trend on the amount of impressions recorded. From the first Friday recorded compared to Black Friday we see an increase of +64%, and from the week prior to Black Friday to the actual day of, we see an increase of +20%. 
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From our data we can clearly see that the appetite for in-person and in-store spending is still quite clearly there, with many people still choosing to visit the high street and retail locations. 
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DOOH campaigns are exceptionally well suited for retail events such as Black Friday and brands activating around this time have the opportunity to gain the attention and interest of many receptive consumers visiting retail hubs. Besides this, by using DOOH, brands have the option to target audiences by using proximity planning, allowing them to influence consumers in key moments as they are out and about shopping. In short, DOOH allows a brand to capture the attention of the right audience, at the right time and in the right place. 
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For more information on how your brand can leverage the magic of DOOH, please contact sales@openmedia.uk.com
                                                                                                                                                                                                                                                                                                                                                                                                  
 Sources: Retail Technology Innovation Hub, Barclays, Finder, Modern Retail, Fashion Network, AdMobilize

Innovation

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.
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We’re proud to announce the introduction of sound across one of our digital screens at <a href="https://openmedia.uk.com/locations/metrocentre-yellow-mall">Metrocentre Yellow Mall</a>, 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.
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We are happy to announce we launched this brand new sound opportunity to market with partner, Lego.
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Their 2025 Christmas Holiday Campaign has arrived, and it’s hitting all the right nostalgic notes. Titled &#8216;Hello, Is It Play You’re Looking For?&#8216;, the <a href="https://www.creativereview.co.uk/lego-christmas-ad-2025-lionel-ritchie-hello/">global campaign</a> 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.
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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. 
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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.

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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.
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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. 
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Hardware-wise, there will be a directional speaker either side of our screen, meaning the sound can be directed to give optimal sound coverage.
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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 &#8211; 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.
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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.
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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.
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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. 
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To find out more please contact your Open Media sales representative.

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Open Media is proud to announce a significant extension to their partnership with BOXPARK, becoming the primary OOH media provider across 5 BOXPARK locations throughout the UK.
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This strategic collaboration will see Open Media take over the management and delivery of all out-of-home (OOH) media opportunities across BOXPARK’s vibrant and high-footfall sites in Shoreditch, Camden and BOXHALL, adding to their existing portfolio of Wembley and Liverpool. From digital screens to large-format internal and external banners, Open Media will bring its award-winning approach to media delivery, content, and brand partnerships to more of BOXPARK’s unique retail, dining, and leisure destinations.

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BOXPARK, known for its innovative spaces and cultural relevance, attracts millions of visitors annually and hosts a dynamic mix of events, pop-ups, and activations. This new development on the already successful existing partnership provides brands with a unique opportunity to connect with highly engaged urban audiences in some of the UK’s most exciting and diverse locations. 
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In a phased approach, Open will introduce 12 brand-new, strategically placed internal D6 screens across BOXHALL, BOXPARK Camden, and BOXPARK Shoreditch designed to capture and connect with audiences at new touchpoints within these venues. In January 2026, Open will take ownership of the external banners at BOXPARK Shoreditch as well as the internal banners at BOXPARK Wembley and two new external banners, completing a powerful network of diverse high-impact media sites.
 
 
Open Media and BOXPARK first joined forces in 2019 with the launch of BOXPARK Wembley, marking the beginning of a successful and long-term partnership. This collaboration expanded in 2021 with the introduction of external banner opportunities at the venue, which has since evolved into a key destination for cultural moments and globally recognised brand activations.
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Building on this success, Open Media strengthened its relationship with BOXPARK in early 2025 by becoming the exclusive media owner for BOXPARK Liverpool, the brand’s first location outside of London. 
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This new partnership presents brands with a cohesive, multi-venue opportunity to connect with audiences across BOXPARK’s vibrant destinations, using one media owner for increased ease and flexibility. By leveraging these cross-venue activations brands can amplify their campaigns to create a +27%* uplift in brand recall versus single-site campaigns, and Open are anticipating a huge year ahead with activations targeting the major cultural moments in 2026. 
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View the full portfolio here. 

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Team Open

Case Studies

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It has been an incredible summer for the UK, Oasis were gracing stages for one of the most anticipated reunions in history, the Lionesses once again were relishing in glory and sports &amp; music fans enjoyed countless events throughout the summer months. As autumn is well and truly appearing, we are reflecting on an incredible few months. 
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Now the leaves are falling, the kids are back at school and ‘big coats’ are out (almost!), we wanted to take a look back at one of the most unforgettable summers for ourselves and clients, with record-breaking campaigns which turned cultural moments into brand milestones which made a massive impact!

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Where else to start than with the most talked about reunion perhaps ever…Oasis! Summer 2025 will forever be known as the summer when the Gallagher brothers finally came together and gave the people what they wanted, an Oasis reunion tour. The brand graced the stage at Wembley for a massive 7 sold out shows, totalling an estimated 630,000 ticket holders across the concerts. 
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Open were proud to carry multiple contextual campaigns which were clever, impactful and got audiences excited as they made their way to the venue. Our AdMobilize cameras on our BOXPARK Wembley site captured some fantastic audience figures, with a staggering 3,243,990 impressions recorded across the various dates, showing the true impact of clever OOH.
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We particularly loved the star-studded Adidas campaign which included both DOOH and a banner take over of our BOXPARK Wembley site, creating an OOH campaign which definitely could not be missed! We were delighted to help the iconic brand play a part in the event, and  with the help of some famous names including Samuel L Jackson, Missy Elliot, Jude Bellingham and Olivia Dean, Adidas continued to cement themselves as one of the biggest brands worldwide, synonymous with one of the biggest bands in the world.
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It wasn’t just Noel and Liam putting on a show this summer. In fact, Wembley Stadium welcomed a plethora of world-class acts including Lana Del Rey, Dua Lipa and BLACKPINK, and our BOXPARK Wembley site was right at the heart of the action, allowing brands to get in front of a receptive audience of thousands of fans each night, with our AdMobilize camera picking up impressive audience figures each night, with a high of 462,140 impressions!  
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Coldplay also touched down at Wembley Stadium for a record breaking 10-show run this summer, playing a set full of their greatest hits from their 25 year career. With brands such as Hotels.com and Disney taking full advantage of the band’s return to the stage, our BOXPARK Wembley site allowed them to shine at the right place and at the right time, in front of the throngs of thousands of fans.
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Disney - The Roses Boxpark 5

Whilst the music madness was happening over the summer, a summer of sport was also taking place simultaneously, and our Open Connect network was swept up in Euro Fever! And as the Lionesses made history by retaining their title on penalties against Spain, we were proud to work with brands such as ITV, Pepsi and Specsavers with both pre and post match campaigns which sought to both build excitement and unite the public in supporting the team.

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Since their initial Euro 2022 victory, women’s football has witnessed remarkable growth, with a 56% increase in playing numbers and a 41% rise in WSL match attendance. These kinds of rapid, culturally significant trends and moments, where public interest is demonstrably surging, are exactly why OOH is one of the most effective media channels, and our Open Connect network gives brands the chance to target key audiences up and down the country. 
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Aside from football, we also enjoyed some unforgettable boxing matches over the summer including; Oleksandr Usyk v Daniel Dubois and Canelo Alverez v Terence Crawford, with both matches providing some fantastic campaigns. 
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Over on our BOXPARK Wembley site we proudly worked with Stone Island, who Usyk is proudly the face of, for their campaign. The site guaranteed maximum visibility for the brand, with an impressive 40,000 impressions recorded during this monumental event. 
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Later in the year we saw Netflix fully take over our BOXPARK Liverpool location with both a DOOH campaign and two impressive banners, looking to build excitement for the record-breaking match from Alverez v Crawford. This was an excellent example of a strategically crafted campaign connecting with its target audience through our perfectly placed sites, as it also aligned with the World Boxing Championships which were held in Liverpool the same week. 
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As summer fades and  autumn sets in, we move our sights toward the final period of the year; the winter months, encompassing the Golden Quarter and the festive campaign season. This period, characterised by heightened consumer spending and the public spending a lot of time out of home is one of the busiest and exciting times in the advertising calendar, and rightly so. 
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During Q4 brands have the opportunity to tap into the cultural pulse with our Open Connect network. By capturing attention right in the heart of consumers’ daily lives, in key cities up and down the country, Open Connect provides the chance to amplify messages that are not just seen, but resonate, in the right place and at the right time. 
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For more information please contact your Open Media sales rep.

Charity

Open Media is proud to announce it has officially joined the Up to Good Fund, a groundbreaking 
initiative launched by giffgaff, MG OMD, and Ecologi to integrate nature recovery and climate action 
into the fabric of media campaigns.
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If the industry committed just 0.1% of media spend every year until 2030, we would raise £200 million, 
and Open Media joins a growing collective of media owners in the Media in Service of Nature Fund, 
acting on this commitment to leverage the power of advertising for environmental impact. 
Founded in late 2023, the Up to Good Fund was created as a pioneering mechanism to embed UK 
nature restoration into giffgaff’s media campaigns. The initiative is a leading example of how 
responsible media investment can drive real-world climate outcomes, without compromising 
campaign performance. Endorsed by Ad Net Zero and recipient of the 2024 Campaign Ad Net Zero 
Award for Best Practice in Sustainability, the fund provides a blueprint for brands, agencies &amp;amp; media 
owners to collaboratively fund high-impact UK climate and nature and social value projects, 
supporting recovery at scale.
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However, the Up to Good Fund is more than just a funding tool; it’s a call to action. It challenges the 
media and advertising industry to reduce carbon emissions, invest in nature, and work together for a 
sustainable future.
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As part of this agreement, Open Media will commit to forwarding 1% of net investments from MG 
OMD brands that opt-in to the fund, contributing to climate recovery projects right here in the UK, such 
as restoring wetlands and supporting reforestation, championing a new standard for ethical, climate- 
conscious media.

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<ul>
<li style="font-weight: 400;" aria-level="1">Nature Recovery: Directly funds the restoration and protection of vital UK ecosystems.</li>
<li style="font-weight: 400;" aria-level="1">Collaborative Impact: Open to brands, agencies, and media owners who want to align media spend with high-impact environmental projects.</li>
<li style="font-weight: 400;" aria-level="1">Blueprint for the Industry: Endorsed by Ad Net Zero, the fund sets a precedent for scalable, industry-wide climate action.</li>
<li style="font-weight: 400;" aria-level="1">Partnership-Driven: A collaboration between giffgaff, MG OMD, and Ecologi, now joined by 11 media partners including Open Media.</li>
</ul>
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To learn more about the initiative and how to get involved, visit: <a href="https://ecologi.com/solutions/partnerships/up-to-good-fund">https://ecologi.com/solutions/partnerships/up-to-good-fund</a>
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MG OMD, part of Omnicom Media Group, brings innovation, insight and passion to the world of media. 
Combining award-winning strategy, data expertise and creativity, they deliver industry-leading 
effectiveness and future-ready media solutions to create difference that matters for their clients.
MG OMD is the most awarded media agency in both the history of the IPA Effectiveness Awards and 
The Thinkbox TV Planning Awards. In 2024, they had a landmark year for recognition; winning 100% of 
the Best Agency accolades; Campaign’s Global Media Agency of the Year, The Media Leader’s Agency 
of the Year, Media Week’s Agency of the Year and Campaign’s Media Agency of the Year – an honour 
they have retained in 2025. This year has also seen them win Gold at Cannes Lions Festival of 
Creativity for Media: Channel Integration.
Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC).

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At Open Media, we recognise the importance of data in campaign planning, and we are committed to innovating the ways in which we carry and measure campaigns. We aim to offer our clients tailored solutions for their campaigns, and do this by leverage numerous data sources, one of them being AdMobilize.
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In this piece, we sit down with <a href="https://www.linkedin.com/in/jos%C3%A9-mora-18bba56b/">José Mora</a>, CEO of <a href="https://admobilize.com/">AdMobilize</a>, to talk more about the platform and how it provides solutions for OOH media owners.

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At AdMobilize, we&#8217;ve built what we believe is the world&#8217;s most accurate, real-time measurement platform for real-world locations. We serve dozens of clients across more than 30 countries, primarily in the out-of-home (OOH) advertising and retail sectors.
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We use advanced computer vision technology combined with a robust data infrastructure. This allows our clients to precisely measure how many people pass by their locations and get some basic demographic information. Ultimately, this helps them quantify the true impact of their ad campaigns.
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Our platform also streamlines a lot of the heavy lifting. We automate data organisation and report generation, including split reports for different campaigns. We can even feed our data directly into programmatic platforms, ensuring that the CPM (cost per mille) is based on real, verifiable audience numbers.
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Ultimately, our mission is to bring transparency and accurate audience measurement to the real world.

What&#8217;s great about our technology is that it&#8217;s all built on computer vision, a field of AI that lets computers essentially &#8220;see&#8221; and interpret the world around them, much like a human does.
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We&#8217;ve spent years custom-training our models with millions of images, and we&#8217;ve optimised our software to the point where it can run on a standard commercial device right on-site. The key here is that it analyses video in real time. This not only gives us instant data, but it also means we can count people and vehicles without ever touching personal data or identifying individuals, which is incredibly important for privacy.
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Computer vision is one of the most established fields in AI, so its high level of precision allows us to give our clients and their advertisers full confidence that every impression from our system is completely verified and trustworthy.

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Admobilize Example

After many years working in the OOH industry our platform has evolved to be not only a data collection tool, but also a complete data management platform. Is a place where your network&#8217;s data can live safely, be connected to other data points like our client&#8217;s CMS running the content on digital screens and even send those detections to other systems that need it for sales purposes, like programmatic SSPs.
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Also, all of our platform includes the use of API’s in case our clients want to use that data and cross it with other pieces of information. Data is only useful when put into use, so it&#8217;s important that our client&#8217;s have the tools and flexibility to make the most of their data.

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The OOH industry is making huge progress on different aspects, and booking outdoor campaigns is getting easier for brands as well as more data driven than ever.
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AdMobilize is a complete solution for media owners that want to differentiate themselves in the market by offering fully verified impressions to their customers, and offer different layers of information about the audience they are trying to reach. We have made our platform easy to set up, to use and to integrate to the greater ecosystem so a media owner only needs to worry about using the data to book and report back on campaigns.

Working with AdMobilize has transformed how we measure our campaigns. The technology provides us with real-time audience data, allowing us to deliver fast and precise reports to clients, along with in-depth analysis of a campaign&#8217;s success. This data gives us a much clearer picture of who is viewing our sites, with valuable metrics like age, gender, and gaze-through rates—information we were never able to collect before.
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We initially partnered with AdMobilize to find a more innovative way to gather audience data from our sites. Their cameras, installed on select locations, have given us an incredibly effective solution for obtaining quick and accurate audience demographics, which is a major benefit for both us and our clients.
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We had a major win for Open at our BOXPARK Wembley site. By installing the AdMobilize camera, we were able to accurately measure the audience outside of Wembley, arguably the most famous stadium in the world.
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Previously, we couldn&#8217;t get accurate figures for the impact of our media there. Now, using this technology, we can provide our clients with reliable, accurate audience data, which has been a game-changer for everyone.
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Open Media’s collaboration with AdMobilize is a prime example of our commitment to data-driven innovation and solutions. By leveraging AdMobilize technology on a select number of our sites, we can provide clients with more than just OOH space, we can provide a solution based on real-time, verifiable audience data. Our partnership will continue to be a key part of how we provide our clients the most impactful and effective OOH advertising space.
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See how this partnership has proven useful for our clients here, in the case study with SkyBet <a href="https://openmedia.uk.com/insights/a-perspective-on-the-playoffs">&#8216;A Perspective on the Playoffs&#8217;.</a>

Have you ever wondered what the role of an Impact Manager looks like day by day? We followed Helena for a week to learn just exactly what their role entails and what an average week at Open Media looks like for them. 
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After joining the company in 2021, initially in an Operations Assistant role, Helena has since then implemented the sustainability strategy within the business and been a driving force, along with the other members of the Green Team, behind our B Corp certification and other sustainability-focused initiatives. With their latest role comes a varied range of tasks, from completing a singular materiality assessment, to collecting and monitoring data, to managing internal culture programmes, making no two weeks look the same.

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My Monday morning kicked off by taking the bus into town, where I’m committed to getting my Duolingo done (le français, if you’re curious). Then, it’s a short walk along the iconic Liverpool waterfront. Our Liverpool office is based in the Royal Liver Building, and I’m reminded of how fortunate I am to call this space my place of work. 
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The week always begins with our Monday morning meeting, bringing the entire team together, both in person and virtually. It gives us a chance to connect, share updates and discuss the priorities for the coming week. This particular Monday was extra special as we welcomed a new starter! A key part of my day was ensuring their smooth onboarding with a session on Open’s culture. We&#8217;ve invested a huge amount of effort into developing our new induction and culture packs, and it&#8217;s incredibly rewarding to see them in action and receive such positive feedback.
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Ahead of a busy rest of the week, I was in the office on Tuesday working on a few interesting projects which have been running in the background for a while now. My priority today was continuing work on our B Corp resubmission. Every three years, B Corp-certified businesses must resubmit their application to demonstrate their continued commitment and evidence the progress they’re making through impact reports. The ultimate aim is to improve our score, which covers multiple areas of focus for purpose-driven businesses. We have made leaps with our resubmission score through initiatives like our personal development fund, available to all staff and replenished annually. It’s been really satisfying to work on the resubmission as it has allowed us to revisit and prove all the great work we have done over the past three years. 
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Another task on my list was to collect the data for our Emissions Reporting for the previous month. Each month, I collect energy usage data from our sites using Utopi and input it into our emissions management platform, Futureproof. This contributes to Open Media’s Carbon Footprint measurement for the year. 
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My final task of the day was to organise the next Culture Tuesday event for the Liverpool team. Culture Tuesdays are a bonding activity, chosen by the team, with a chance to do something fun which isn’t centred around alcohol and going out. Previous editions have included; cooking classes, cinema visits, kayaking in the Albert Dock and even rock climbing!

Wednesday marks the start of a whirlwind two days for me, kicking off with a trip to Manchester for the LEAD North event, followed by an exciting Open Chat breakfast with MEFA in London on Thursday.
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LEAD North, spearheaded by the Advertising Association (the force behind Ad Net Zero), brought together industry leaders in Manchester for an afternoon focused on Driving Growth and Value. The day was packed with incredibly insightful talks from inspiring individuals, and it was so great to connect with some industry peers! 
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A personal highlight of mine was a discussion on the ethics of journalism. Representatives from publications such as the Liverpool Echo, Manchester Evening News, The Telegraph, The Times, and the Daily Mail explored how the media can best represent the North, moving beyond its portrayal solely during times of tragedy. 
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Councillor Bev Craig also delivered a fantastic keynote speech, which included interesting statistics on regeneration in both Manchester and the North. The event was a huge success, and I’m already looking forward to next year!
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After the event had wrapped up, I quickly found a spot to grab a coffee and join a virtual Ad Net Zero meeting for UK &amp; US supporters. Attendees included members from various Ad Net Zero working groups, such as the Steering Group, Young Leaders, and the SME Working Group, of which I&#8217;m a part.
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As a member of the SME Working Group, I was invited to speak about Open Media’s materiality assessment journey. This process was crucial in helping us set our targets for the year and identify the topics we need to address. My talk flew by, and being involved in initiatives like these highlights how far I’ve come in such a short space of time in my career, and is genuinely one of my favourite aspects of my job.
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Shortly after this, I headed to Piccadilly to catch my train to London for another busy day tomorrow.

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Waking up in a very hot London, I was buzzing for a special edition of our Open Chat this month, in collaboration with MEFA. MEFA&#8217;s mission is to help Black, Asian, mixed-race, and ethnic minority talent thrive in the media and advertising industry. I am extremely passionate about DEI, so to have played a role in this event is an absolute honour. 
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Our Open Chat breakfast events were founded by our Chief Revenue Officer, Fiona Ravlic, who brings women in media together to share their lived experiences and stories, and offer support and advice. This particular session was truly special and, as always, filled with inspiring and honest conversations. We had a deep dive from three senior women in the industry, all centred around the overriding theme of ‘how can we do better?’. I left feeling incredibly inspired, equipped with insights to support others going forward, and we received incredible feedback on the safe space created within the room.
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After the Open Chat, I found a quiet spot to catch up on emails, and once I was up to date, it was time to meet the Electric Glue team for lunch. We debriefed on the event we co-hosted in March, which celebrated B Corp Month. It was lovely to catch up with the team and revisit the success of the event. We&#8217;ve even started putting plans in place for next year’s event, which has already got me excited for 2026! 
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After a jam-packed day in the capital, it was time to catch my train and head home to Liverpool. I had a great time in London, connecting with both members of Team Open and our partners, but I was definitely looking forward to a rest and my own bed

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As the week came to a close, I was working from home after an insightful (but busy!) few days. For me, the past week has been a true testament to the power of purpose-driven business and connection, from industry leaders at LEAD North to championing diversity at the Open Chat. 
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A particular highlight of my week was sharing Open Media’s materiality assessment journey with the Ad Net Zero Working Group and discussing how important this was in forming our company&#8217;s goals and strategy. I believe that being part of the B Corp movement is important, as it provides an opportunity to highlight and champion sustainable business practices, while setting standards and inspiring other purpose-driven businesses in the UK.
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My weekend plans involve a dinner with my friends, and a trip to the cinema. I’m a big film fan, so as soon as there’s a new release, I’m usually first in the queue to see it! After a busy week, I’m looking forward to relaxing and recharging ready to go again on Monday!

Wembley Stadium is considered a national institution in the UK, with it’s arch part of the world-famous London skyline. This coveted venue is the largest in the UK, seating 90,000, and holds interesting historical significance. The biggest artists dream of playing Wembley, and the stadium has been listed on hundreds of their world tours for decades, making the events that are held there some of the most anticipated shows in the world. The prestige that comes from playing Wembley Stadium is like no other.
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The stadium itself has a rich history being first constructed in 1923 and hosting the FA Cup in its first year, what followed was decades of major sporting tournaments as well bringing to the stage some of the most famous names in music such as; Madonna, Beyonce, Elton John and Harry Styles.
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Last year was particularly notable for music at Wembley, with the stadium welcoming one of modern music&#8217;s most iconic recording artists: Taylor Swift. Swift performed an astounding eight times, making her the first solo artist to play the stadium that many times during a single tour. This record is set to be broken soon by Coldplay, who are scheduled for an incredible ten nights on their current tour, playing to an estimated 900,000 fans.
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An estimated 720,000 fans flocked to Wembley for these concerts, and our BOXPARK Wembley site was at the heart of the action. Popular brands capitalised on this by activating campaigns during the events. Using our AdMobilize camera technology installed on the BOXPARK screen, we captured key metrics from five days of Taylor Swift&#8217;s concerts. The technology measured over 2.8 million impressions in five days, with the highest single-day delivery reaching over 600,000. This clearly demonstrates the immense opportunity for brands to target highly engaged fans during major events at the stadium.

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This summer, Wembley Stadium is set to be a music lovers’ dream with world-renowned artists such as Oasis, BLACKPINK, Lana Del Ray and Coldplay taking to the stage to perform to sold-out audiences. With the advent of these shows, there presents an unmissable chance to target thousands of music fans in receptive mindsets as they flock to the stadium to watch their favourite artists.
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Live entertainment, particularly music has the ability to capture and engage audiences in ways which other music cannot. Those attending concerts are seen to be in an excited moods and are highly engaged which in turn creates a prime opportunity for brands to target them using OOH. These consumers are more likely to engage with ads, as well as obtain higher brand recall and campaign message.
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Due to its high reach and ability to impact large audiences quickly, OOH advertising is a clear choice for key events like concerts and sporting matches. Very few other advertising mediums offer the chance to reach mass audiences in the way OOH does, and our BOXPARK Wembley site is no exception. Located directly on Wembley Way, a primary route to and from the stadium, our striking screen is unmissable to the throngs of fans, creating a lasting impact beyond first glance.
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Although Wembley Stadium is seen a predominantly a sporting audience, brands should not discount the opportunity to reach music focused and other high-engaged audiences this summer. To learn more about opportunities to advertise on BOXPARK Wembley, please contact <a href="mailto:sales@openmedia.uk.com">sales@openmedia.uk.com</a>

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Kate Mc Donnell