Global enters out-of-home market

Global enters out-of-home market

Global, the UK’s largest commercial radio group, has made the bold move into the out-of-home sector with the purchase of Primesight and Outdoor Plus. The surprise double acquisition, to be named Global Outdoor, is estimated to have cost more than £200m. Primesight has an advertising estate covering more than 35,000 sites nationwide, reaching over 95% of the UK population. Outdoor Plus has a strong premium digital footprint. Particularly in London where it runs ads at The One, Knightsbridge, The Hammersmith Towers and Euston Underpass, as well as a network of digital bridges in partnership with TfL. Founded by Jonathan Lewis in 2006, Outdoor Plus also has over 100 premium OOH sites nationally. Including; the Bluewater and Manchester Arndale shopping malls and premium digital roadside sites in Cardiff, Brighton and Bristol. Jonathan Lewis and Primesight’s CEO, Naren Patel, will transition with their respective businesses. Global Outdoor will be overseen by Stephen Miron, Global’s Group CEO. The new business will work alongside Global’s radio business. Whilst the two businesses will run stand alone, Global’s said its structure will “enable smart opportunities” for advertisers in the future. “We’re incredibly excited to be entering the Out-of-Home (OOH) sector in a substantial way through the acquisition of Primesight and Outdoor Plus,” said Miron. Source:MediaTel Want to know more about out-of-home or radio?Send us an email at...
OOH: How much should you allocate to digital?

OOH: How much should you allocate to digital?

The optimal amount of an advertiser’s digital out-of-home (DOOH) budget should be 45%, according to a new effectiveness study by BrandScience. The research analysed over 211 OOH ad campaigns between 2011-2015. It found when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing, the study said. The report also makes recommendations for different types of advertisers on how to maximize ROI when combining digital and traditional OOH as part of a wider media mix with these given examples. Grocery retailers’ optimal OOH investment is about £7 million, which yields about 70 per cent in incremental value. Travel companies, the optimal OOH investment is about £2.7 million, which yields about 15 per cent in incremental value. Sally Dickerson, the global chief executive at BrandScience, the researchers of the commissioned study said: “We can clearly measure out-of-home effectively and we have proved that a slightly increased OOH spend – in many cases – delivers higher ROI.” The report also said OOH improves the rate of return on investment for all other media used in an ad campaign, except for print. Get in touch with us with a campaign brief, to see how we can incorporate traditional and digital out of home formats into your marketing mix, to help maximise and deliver the best return on investment for your...
Which out-of-home advertising format is best for your business?

Which out-of-home advertising format is best for your business?

The out-of-home [OOH] advertising market is full of great formats for your brand, from static to digital, small to large, there’s something for everyone! Did you know, 98% of the UK population see outdoor advertising each week? This places the weekly reach of outdoor right up there with the likes of television as a high impact advertising format. Roadside formats One popular roadside format are static 6 sheets, perhaps better recognised as the adverts on bus shelters. These reach a massive 92% of the UK each week, delivering impacts on major routes into towns, cities and city centres. 48 and 96 sheets are great for high impact and are most often placed in high traffic locations. Roadside formats are always being improved and the portfolio now includes digital sites, both large and small format, find out more about the capabilities of digital OOH here. Transport Transport advertising on rail, the London Underground and at airports across the UK reach approximately 17% of the UK population every week. Transport advertising can reach a wide variety of demographics; commuters, families, couples, ABC1s… The Media Angel can index opportunities to find the best for you. Transport locations have seen increased investment in advertising opportunities over recent years, and some landmark sites have had great OOH advertising sites installed. Birmingham New Street Station Landmark Digital Site Bus advertising is another popular OOH media platform. There is a plethora of different options, from rears to T-sides, to full wraps! The Media Angel can help select the best bus advertising platform for your brand. Retail   Alongside transport sites, retail locations have also seen huge...
Thank you Swansea Council for choosing us as your agency!

Thank you Swansea Council for choosing us as your agency!

What a fantastic summer it has been for The Media Angel this year! Our team has been exceptionally busy nurturing existing client campaigns and growing new client friendships across the summer months; and as we end one season into another we have a hugely exciting project to report on. We are delighted to announce that following an exacting procurement process, The Media Angel  have been awarded the contract to be the supporting media agency  for Swansea Council’s Tourism Team during this year’s  campaign named ‘Swansea Bay Moments’. This is an outdoor campaign that will extend into some of the UK’s largest cities, including Liverpool, Manchester, Birmingham and London. After going through the procurement process for the project, our team received the amazing news that we had been successful. Alison Debono, Managing Director at The Media Angel was delighted with the news that her team had submitted the successful bid; “I am so very proud of my team! We have all worked extremely hard on this project, making sure we could deliver a great and successful campaign for excellent value. We really couldn’t be more thrilled with this win. The team at Swansea Council have produced some award winning campaigns, and we are all very excited to be working with them”. The campaign is due to start at the beginning of October this year; and aims to invite visitors from across the UK to come and visit Swansea Bay. Visitors will be encouraged to make and share ‘moments’ from their Swansea Bay adventure. Steve Hopkins,  Tourism Team Manager said “We’re particularly looking forward to beginning this Autumn’s campaign as we’re ...