The Great British OOH Road Trip
In partnership with The Drum
In this three-part video series with The Drum, we hit the road in The Great British OOH Road Trip to map how people really feel, move and spend, and explore what it means for media planning beyond the capital.
Across Britain, people live at different paces, in different places, with different priorities. That’s why OOH works so well: it’s part of everyday life in communities nationwide and one of the most trusted public channels in a fragmented media world.
Each video stars:
Emily Westworth – Head of Media, Samsung Electronics
James Parnum– Head of Planning, EssenceMediacom
Hamid Habib – Managing Director, Arena Media UK
Across each episode, these three industry leaders share the importance of planning campaigns that reach people all across the UK and how they use audience insight to plan OOH effectively.
Watch these previews for a quick feel of what's instore
Episode 1 - Mindset: feeling the pulse of the nation
Our experts decode iconic regional phrases from across the UK before digging into what the nation is really thinking outside the capital and how that can inspire smarter, more creative OOH planning.
Episode 2 - Movement: mapping how the UK really moves
This time the focus is on movement and why roadside dominates beyond London, how commute patterns create daily OOH touchpoints and how fewer ads can create more stand-out for brands.
Episode 3 - Money: spending power in surprising places
This episode focuses on the role that spend data should play in media planning; and why Out of Home is a great platform for brands to reach potential customers, across the UK.