Brand fame and mass reach

As a public, mass-reach medium, Out-of-Home reaches over 90% of the UK each week, with digital Out-of-Home delivering 2.1bn impressions across large and small format screens each week.*

As other media continue to fragment, Out-of-Home reaches the mass audiences that brands need, when people are once again out shopping, socialising and commuting.

You can be bold and impactful with posters and drive conversation, with digital now making it more relevant within the context; that’s exciting. Mark Cripps CMO, The Economist

Building brands

Out-of-Home is the brand-building medium used by the world’s most valuable brands**– and now with new digital capabilities able to deliver activation too.

Insight from Binet and Field** shows for the best long-term results brand and activation activity should be in a 60/40 ratio

Five years ago, eBay’s marketing budget was focused on activation campaigns. Recently, Out-of-Home helped eBay to tell a brand story, highlighting that more than 80% of goods sold are new.

It’s about taking a digital brand and making it a physical reality. And now with Out-of-Home you can change the message on the fly, with the added advantage that brand safety is not a concern. CMO, eBay

Targeted and flexible to reach your audience

Out-of-Home’s new digital capabilities bring exciting opportunities for brands. Investment in high-quality digital Out-of-Home screens, backed by ‘big data’, brings clients flexibility to target audiences at the relevant moment and in the right mindset, focusing investment where and when it has most impact.  

Out-of-Home uses industry-leading audience data from Route to enable flexible and targeted campaign planning, this can be overlaid with mobile data, the agency or clients’ own data and live feeds.

There’s a lot of flexibility through this channel, with the ability to switch things on and off or actually look at what’s going on in the external environment, or geographically. Out-of-Home has really moved with the times and especially the digital space means you can be a lot more flexible. We’ve seen a very clear correlation between when we started Out-of-Home activity and some other channels - in increasing customer numbers.  All kinds of people see Out-of-Home and it drives, not just people wanting to switch to us but also people wanting to talk to us about a whole range of things. Rebecca Dib-Simkin Product and Marketing Director, Octopus Energy

Data excellence

Data is at the heart of our investment in digital delivery and the highest-quality digital screens.  

Route is the gold-standard audience measurement system, that tells us where and when people travel, providing accurate reach and frequency data for Out-of-Home.

Using our full data stack, we can overlay Route data with additional sources, including mobile spend data, attitudinal data from YouGov, and the clients’ own data to plan and measure and evaluate campaigns. During the pandemic, this focus on data excellence, has enabled us  to provide data and forecasts by environment, published each week on our hub here.

The Public screen makes the Private screen work harder

Out-of-Home drives all levels of metrics in the brand funnel, from awareness to consideration to conversion and makes the private screen work harder too.

When King.com used Out-of-Home and Social Media for video game app Candy Crush, awareness increased 1.3 times, consideration doubled and download intent increased 1.4 times, by combining public and private marketing.

This multiplier effect was shown in Facebook’s ‘Better Together’ insight that found for Danone, a combined approach grew sales by 6% and results were 13% higher than expected.

With the widespread use of smartphones, the high visibility of Out-of-Home goes hand-in-hand with actions on digital channels such as Social Media. Through the research, we found that using a combination of the two channels extends the reach of campaigns to a broader and younger audience and helps advertisers more efficiently reach their objectives. A Facebook spokesperson

The Public screen is trusted

From clapping for carers to commercial advertising, as a public medium, Out-of-Home is at the heart of communities, occupying a trusted place in local daily life.


'The Moment for Trust' insight shows that 81% of people say that trust in the brand influences their purchase choice, while the ‘P² + C = 5’ report reveals that the combination of public and private marketing, brings a ‘halo effect’, thanks to trust in the public screen.


Brand trust is today’s most important consumer relationship, especially when it comes to a financial product like a pension. It not only convinces customers to sign up or buy a product, but it is also the key ingredient to brand retention…. certain marketing channels, such as Out-of-Home, lend themselves better to build trust because consumers see it as brands making a public commitment. It creates brand fame and familiarity - once you've seen us on a billboard or TV screen, you're more likely to click on a targeted Social Media ad from us and move all your pensions across. That’s why at Pension Bee, we’re increasingly optimising our marketing campaigns by including a mixture of public and private media, with channels like Out-of-Home used to build trust, broaden who we reach, and ultimately, help accelerate our customer growth. Jasper Martens Chief Marketing Officer, PensionBee

Media planning post Covid

In his ‘P² + C = 5’ report, Justin Gibbons unveils the new formula for media planning post-Covid and the benefits this approach brings for brands.

This formula is P² + C = 5’, or the Public screen multiplied by the Private screen plus Creativity, which brings the five outcomes of trust, attention, awareness, consideration and activation.

If you’d like a copy of this report or to discuss how the findings of this report are relevant to your brand please click here.

This book captures a moment in time for brands, about  how brands prosper and grow in our changing world. The algebra in the title is the new formula for better advertising The learnings in this book and the new formula for success are vital as we consider post-Covid marketing. It won’t be, and shouldn’t be simply a ‘new normal’ where the existing rules get a tweak. Rather it should be a ‘new different’ a chance to rethink and reinvent how we think about marketing. Justin Gibbons Work Research Founder

Source: *Route 33; **BrandZ ‘Advertising effectiveness, the long and the short of it’