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Uncover valuable insights in the ever-evolving landscape of out-of-home advertising. Stay informed with Open Media and navigate the trends shaping the industry.

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The FIFA World Cup is the most popular sporting event in the world, with an estimated 5 million people tuning in globally to watch every four years. This years’ opening drew a global viewership  figure of 1.2 billion, completely dwarfing that of other popular sports events such as the Superbowl. The appetite for the World Cup seems to continue to grow, with the 2026 final being the most-watched final match in history, shattering previous broadcast and engagement records. 
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When the World Cup kicks off, it isn’t just a sporting event, it is a cultural phenomenon, and for brands, it is the ultimate way to tap into receptive audiences where they live and play. People don’t just watch the World Cup passively, they watch it with passion, and when a brand creates an activation that aligns with this passion, the positive emotion of the game is associated with them. 
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Amongst many other spending categories, gambling during the tournament undergoes a massive transformational spike, with sportsbooks treating the event as the ultimate custom acquisition opportunity. With the 2026 tournament expanding from 32 to 48 teams, the volume of matches played increased, creating even more betting windows, and some major betting companies reported a massive 100 million bets placed before the final matches.
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Midnite, the UK-based sports and esports betting platform, approaches major football tournaments very differently compared to traditional legacy bookmakers. Positioned as being ‘for the next generation’, and using both modern technologies and fan-centric features to appeal to younger audiences. The brand is redefining the online betting experience by merging the world of esports and traditional. With a data driven approach as well as a focus on community engagement and a strong commitment to responsible gambling, Midnite continues to grow and expand its influence across the market.
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For its 2026 World Cup campaign, Midnite turned our BOXPARK network a sea of green, with unmissable 3D elements as well as snappy, memorable copy, demonstrating to the public why they should be choosing Midnite over others. What was the aim? To reach football fans in the most vibrant fan zones in the country when they are at the height of the World Cup excitement. High impact formats were key for Midnite to become unmissable and really provide a platform to announce themselves throughout the World Cup. 
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<blockquote>&#8220;The Boxpark campaign was an exciting campaign to work on with both Open Media and Midnite as it allowed the client to tap into a major sporting and cultural moment&#8221;- Oli Pointer, Senior Account Manager JAA Media</blockquote>

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Midnite Boxhall 5

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Midnite BPW Night 3

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Midnite Shoreditch Banners 6

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Midnite Boxpark Wembley 4

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Midnite BPW Int 1

Known as the Home of The Fan, and with UK’s most recognisable fan parks, Midnite opted for a stunning full-takeover of our BOXPARK network, and working alongside JAA Media, the brand  dominated all sites, including our unmissable large format digital screens, external and internal banners, and D6’s internal screens, and the campaign was certainly hard to miss, giving them a true ‘fame’ moment throughout the tournament. Pair this with sold out viewing parties and merch for every attendee, and you have one of the most recognisable campaigns of the tournament. 
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<blockquote> &#8220;3% of new customers cited OOH / Boxpark during the World Cup&#8221;.- Midnite </blockquote>

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Throughout the campaign we saw scenes of BOXPARK locations packed to the brim full of Midnite bucket hat-clad fans celebrating every goal scored. BOXPARK were also proud to announce its record week for revenue, as well as sell out events across the board, not just for England matches but for other countries also. OOH working in conjunction with fan engagement helped boost PR coverage across major news outlets such as BBC, Sky Sports, The Athletic, The Telegraph, with over 15.3 million people being reached across online coverage as well as those within the venues themselves. Midnite was hard to miss and truly became ‘the’ betting brand of the World Cup. 
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Midnite’s World Cup campaign also generated significant engagement across PR and social media platforms, with fan celebrations going viral and amplifying the campaign&#8217;s reach vastly beyond the BOXPARK venues they were held in. With a combination of premium LFD OOH and the biggest sporting event in the world, Midnite achieved their goal of connecting with vast audiences in a meaningful and memorable way. 
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<blockquote> &#8220;We were incredibly proud of the work from all parties involved as the campaign delivery has been testament to Open, Midnite and the planning team. Engagement and collaboration with hard work behind the scenes for many days prior and during the World Cup from everyone&#8221;.- JAA Media</blockquote>
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The partnership between Midnite, JAA Media, and Open demonstrated the true power of OOH to drive brand visibility as well as cultural relevance with a BOXPARK takeover, and leveraging these cross-venue activations, brands can amplify their campaigns to create a +27%* uplift in brand recall versus single-site campaigns. 
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Source: BOXPARK, Inside FIFA, Yahoo Sports, Statista, Kantar, Outsmart, JAA Media, Midnite

After a long wait of almost 20 years, The Devil Wears Prada is back with a bang. This May Miranda Priestly and the Runway team are gracing our screens for one of the most anticipated films of the year, The Devil Wears Prada 2. The film follows an older Miranda navigating the decline of print media, forced to seek help from her former assistant Emily, now a luxury executive holding crucial advertising dollars and of course, Anne Hathaway returns as a more mature Andy to aid in navigating this new, high-stakes fashion landscape.
One of the most stylish films deserves the most stylish promotion, and what better brand than Diet Coke to lead the way? Known truly as a ‘cool girl’ staple, the drink is even used as an accessory and is regularly associated with the fashion industry and models in particular. The can itself embodies a minimalist, effortless chic, reflecting a perfect, high-level synergy between the brand&#8217;s campaign and film.

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The campaign was placed in city centre locations, perfect for capturing the attention of fashion-conscious, on the go audiences, focusing on the commuter break as the ultimate ‘Runway moment’. 
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We were proud to carry the campaign as a special build situated on our Liverpool ABC Cinema banner site, which sits directly outside Liverpool’s main train station, Liverpool Lime Street. The build included red neon lighting around the perimeter of the banner, creating a truly strikingly stylish look. 
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The colour of the light was in keeping with the red shoes which feature prominently throughout the full campaign, and was designed to capture the attention of thousands of commuters travelling into and throughout the city each day. The final result created a perfect balance between both the Diet Coke brand and the film release.

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Open Vision is our in-house creative service, which can help bring your brand to life by working closely with clients to shape concepts into high-quality, campaign-ready creative. With Open Vision we offer full support for custom visuals across our Special Build network to help you generate fresh ideas, develop concepts, all the way to crafting to final assets. Designed for maximum shareability as well as the real-world ‘wow’ factor, opting for a Special Build breaks the boundaries of traditional advertising and ensures your brand isn’t just seen, but experienced too.
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To discover more about Open Vision, please contact openvision@openmedia.uk.com

Summer is on the horizon and football fans world wide are waiting for the holy grail of football tournaments, The World Cup. Widely considered the biggest sporting event, The World Cup returns in June, surpassing all other sports in global reach, cultural significance and audience engagement. It isn’t just a sporting occasion, but something the nation celebrates and turns even the most indifferent to into a (sometimes unintentional) football fan as World Cup fever takes hold. 
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During the last tournament back in 2022, viewing figures in the UK peaked at 21.31million for the quarter final alone, and became the most-watched single channel TV moment of the year. Fast forward to 2026 and a study by YouGov has found that 3 in 10 Britons, and two thirds of football fans, are excited for more thrilling football action from this years’ tournament. 
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Football is engrained in the culture of the UK, and the sport is known as inherently social as it fosters both community and a sense of belonging with its followers. Those who watch connect through a shared passion and this is evident in both how and when people choose to watch football. Among Britons who plan to watch the World Cup this year, 55% say they plan to watch live at home, 27% say they plan to watch in a pub or bar, and 26% say they will watch at a friends or family’s home.

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Despite being hosted in the US, the 2026 World Cup is set to again be a massive commercial event for the UK with domestic consumer spending expected to surge. During the summer of sport, up to £400m is expected to be spent and alongside this, high confidence during successful tournaments can lead to increased household spending, with approximately £75m to £150m in extra sales. 
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A study from Epsilon looking at consumer spending for the 2026 matches discovered that 3 in 10 football fans say they are likely to choose a brand that launches timely promotions during the World Cup, while a further 2 in 10 believe this influence extends beyond the tournament. Even among non-league fans, 37% say World Cup activity increases their likelihood of choosing a brand during the competition. Key categories which see an uptick in spend include: 
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<li style="font-weight: 400;" aria-level="1">Hospitality: During the Qatar 2022 World Cup, pubs saw an uptick of up to 73% in spend, even during week day matches, with roughly half a million adults choosing to watch in these locations. This year, Stonegate pubs are expected to sell around 7 million pints alone during the tournament, demonstrating the clear appetite for fans to be in the pub and watching with friends. Although fans do also celebrate at home, pubs remain a central venue for communal viewing, with around 128 extra pints sold in the average pub on England match days during the 2022 tournament. </li>
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<li style="font-weight: 400;" aria-level="1">Retail Food &amp; Drink: A significant amount of spend is seen on drinks and snacks for viewing at home either with family or friends, as well as on supplies such as alcohol and BBQ food for garden parties. In 2022, around £1.6bn was reported to have been spent in supermarkets and convenience stores for the tournament, with the England v Wales match in particular pulling in £104.7 million, as fans prepared to watch at home. In 2026, it has been suggested that because many games shown in the UK will kick off at a later time, a larger share of spend will shift towards food &amp; drink for the home. 71% of fans also say their spending habits are likely to change, with an uplift in snacks and soft drinks for when they are watching on their own or hosting others.</li>
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<li style="font-weight: 400;" aria-level="1">Electrics &amp; Technology: Many fans use the advent of the World Cup as an excuse to upgrade their home entertainment tech, with approximately 69% of fans planning to make World Cup related purchases before it starts. During this world cup, a ‘second screen’ is no longer a distraction, but a way to be simultaneously messaging, checking stats and scrolling social feeds. Audience interest for these items begins early, with approximately £75m to £150m in extra sales.</li>
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BBC Euro 20

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Heineken BP

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Specsavers England Moor

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Bet365 Barratt House

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Virgin Bet ABC

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TNT Sports Boxpark Liverpool

World Cup spending is a once in a four year opportunity for brands to target an extremely unique and receptive set of consumers, and OOH helps to capture the attention of the fans in the physical world where the atmosphere is truly one of a kind. 
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The World Cup is a social event, and fans are not only just in their homes but in transit hubs, retail locations, bars and pubs, and fan zones. OOH provides the opportunity for brands to be present  in these environments when consumers are most engaged and receptive. Not only this but fans who engage with OOH during major sporting events are statistically more likely to spend. According to the OAAA, 90% of fans who recall seeing an OOH ad for a major sporting event take a follow-up action and 99% of fans who attend a game or fan zone after seeing OOH ads end up spending money locally on food, drinks, or merchandise.
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Ultimately, the 2026 World Cup represents more than just a spike in the retail calendar; it is a fundamental shift in how UK consumers interact with brands in the real world. OOH advertising offers an unblockable, high impact presence that meets fans where they gather. In a summer set to be defined by cultural moments and collective experience, OOH doesn&#8217;t just broadcast a message, it puts brands right into the heart of the action where it matters most. 
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To learn more about how to utilise OOH during the World Cup campaign, please contact sales@openmedia.uk.com
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Source: BBC, YouGov, Fidelity Investments, The Morning Advertiser, FIFTY Insight, Pub&amp;Bar, The Drinks Business, Grocery Gazette, CLH News, Retail Rewired, Epsilon, Talon, Broadsign

Charity

Open Media today announced an exciting programmatic partnership with<a href="https://www.viooh.com/?hsLang=en"> VIOOH</a>, the leading premium global digital out of home (DOOH) supply-side platform, to provide an enhanced opportunity for brands to connect with diverse audiences across the UK through its growing portfolio of high-quality, premium digital out-of-home (DOOH) screens. 
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Designed to deliver both scale and impact, Open Media’s network enables advertisers to run both static and full-motion campaigns in some of the country’s most sought-after environments.
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Through this partnership, advertisers can now access 42 strategically positioned premium LED screens via programmatic trading. Collectively generating more than 120 million monthly impressions, the network represents an estimated 1-2% share of the large-format digital OOH market, offering meaningful reach within a highly competitive landscape.
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This portfolio has been carefully curated to maximise visibility and audience engagement, placing brands at the heart of high-traffic locations. These include city centres, major shopping destinations, roadside placements, and key event spaces, environments known for strong dwell time and repeat exposure.
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The network delivers comprehensive geographic coverage, enabling advertisers to activate campaigns across both major metropolitan hubs and regional markets. Key locations include London, Liverpool, Manchester, Birmingham, Newcastle, Brighton, and Belfast, ensuring access to a broad and diverse audience profile.
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By combining premium screen quality with programmatic flexibility, Open Media provides advertisers with greater control, efficiency, and real-time optimisation capabilities. This allows brands to deliver more targeted and contextually relevant messaging at scale, while maintaining the visual impact and prestige associated with large-format DOOH.
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This partnership underscores Open Media’s commitment to innovation and accessibility within the out-of-home sector, empowering brands to engage audiences in smarter and more measurable ways across the UK.

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It is no secret that the power of spending from families is enormous, with over 19.7 million families living in the UK, and with approximately 10.6 million children of school age it is not surprising that when the half term holidays arrive leisure and retail venues see an uptake in both visitors and spend. 
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Keeping children occupied during the school holidays adds up quickly for parents and carers through things such as; days out, treats and technology. Estimated spending figures for entertaining children during school holidays is around £300 annually, with activities such as visiting theme parks, zoos or the cinema being high on the agenda for school break plans. 
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During school holidays OOH remains one of the most effective ways to reach families with the ability for ads to be unskippable as well as being able to reach families when they are out of the home spending their time and money. 
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Families are often out of the home during the school holiday periods and OOH gives brands the opportunity to reach these key audiences in high traffic, high dwell areas when they are often in a receptive, spending mindset.

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Looking specifically at the first half term break of the year, we have extracted data from our AdMobilize technology on our BOXPARK Wembley site to discover just how much audiences change during school holidays, and why these specific times represent a crucial time to reach family-focused audiences using OOH. 
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This year, Wembley is home to the Mundo Pixar Exhibition, a movie-lovers dream where visitors can step into lifelike sets from some of their favourite Pixar films including Toy Story, Cars and Monsters, Inc. With a combination of the Pixar exhibition coupled with the half term holidays, this presented a key opportunity for family-focused campaigns to activate in this area over the week, with campaigns for three much-anticipated family films utilising our BOXPARK Wembley site.
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As we expected to see within the data, audiences have increased by 14% from the week previous, demonstrating the key opportunity brands have in this time to target family focused audiences. The number of impressions stayed consistent throughout each day of the week, unlike term time weeks which usually see impression figures peak and trough during specific days and times of the midweek. Backing up these figures we also saw peak impressions during one day of the week rise to 70,950, a 6% increase from the week previous. 
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As well as solely impression data, the AdMobilize technology can also detect the age of campaign viewers. The data from the school half term week on our BOXPARK Wembley site shows an increase in the amount of ‘young’ and ‘young adult’ viewers, demonstrating further the fact that families are out and about during the break.

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While school holiday trends follow a predictable pattern, their value lies in the heightened receptivity of the family audience. During half term, families are likely to move from a functional routine into more of an experiential mindset, making them significantly more responsive to brand messaging. This shift creates an ideal window for family focused brands and campaigns to activate, capturing consumers exactly when they are most likely to be prepared to spend. 
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To learn more about how to utilise OOH for your family-friendly campaign, please contact sales@openmedia.uk.com
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Source: ONS, <a href="http://besa.org.uk">besa.org.uk</a>, Billboard Media, AdMobilize

Open Media has successfully recertified as a B Corp with a score of 124.6, marking a 48 percent increase in three years. This significant milestone, and significant improvement on its original certification score of 84.2, provides clear evidence that the business has continued to evolve, improve and raise the bar over recent years.
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B Corp recertification is not a tick-box exercise. It is a rigorous, independently verified assessment of how a company performs across social impact, environmental responsibility and accountability. Open Media’s improved score reflects real, measurable changes to the way the business operates day to day.
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The milestone reinforces Open Media’s leadership within the sector. The company continues to outperform the global B Corp average by a significant margin and remains the only certified OOH media owner in Europe.
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Since first becoming a B Corp, Open Media has focused on building momentum rather than standing still. The framework has been used as a tool for continuous improvement, helping the business deliver better outcomes for its people, partners and the communities it serves.

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Over the past three years, Open Media has made meaningful improvements to how it supports and develops its team. A clear and consistent onboarding process has been introduced for both managers and new starters, helping to improve clarity and retention. A wide range of internal policies has been reviewed and strengthened, including whistleblowing, ethical marketing, new parent support, complaints, local hiring, remote working, internal promotion, lateral moves and travel.
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An ethics risk assessment has been completed with the senior leadership team, and Open Media now hosts an annual B Corp Month celebration to raise awareness of the movement and encourage more sustainable media planning across the industry.

Operational improvements have also been made across place and practice. The technical team now carries out regular quality control assessments, supported by new daily checks and a warranty agreement included within sales documentation.
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Open Media has introduced an annual client and partner survey to track customer satisfaction, with positive improvements seen across the board. Complaint channels have been clarified and policies updated to ensure transparency and accountability.

Open Media has strengthened its environmental commitments alongside its social impact. The business has consistently measured its carbon footprint for the past three years, tracking Scope 2 and Scope 3 emissions using bills and spend data in partnership with Futureproof. Renewable energy-powered sites have increased from 52 percent to 81 percent, and Open Media has committed to donating the equivalent of at least 2 percent of its profits in screen time to registered charities.
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In 2025, Open Media also launched The Conscious Network, a tailored out-of-home solution designed for brands that put sustainability at the heart of their strategy. Each of the six premium sites included over-indexes against key sustainable audiences, operates on a renewable energy tariff and includes a fully carbon-calculated post-campaign report as standard.
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Recertifying as a B Corp is an important milestone for Open Media, but it also marks ongoing progress. The business remains committed to accountability, continuous improvement and the belief that better business leads to better outcomes for people, partners and communities.

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Here at Open Media, sustainability is at the heart of everything we do and it is one of the key pillars of the business. Our journey to B Corp certification started in 2021, and after months of hard work and dedication from our internal B team and partners, we were awarded the prestigious honour in 2022 with a pass score of 84.2. 
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Fast forward 3 years to 2025 and we are now proud to announce we have gained re-certification with an impressive score of 124.8, a massive 48% increase since 2022! On top of this, we continue to be the only certified B Corp outdoor media owner in Europe, demonstrating our commitment to lead the way within sustainability in the Outdoor Media space.

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Becoming a B Corp was just the beginning for Open Media. From the start, we were committed to going further, continually growing and strengthening our responsibility to sustainability and the planet. Our significant points growth represents real, dynamic change, showing that we’re turning our values into action.
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The journey to re-certification wasn’t an easy one, with the team working away behind the scenes for months, as B Corp recertification is both rigorous and verified. We have caught up with Helena, Impact Manager at Open, to discover what happens behind the scenes during the process.

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As Helena stated part of the recertification process has allowed us to look back at what we have accomplished since becoming a BCorp business in 2022. Some of our biggest wins (and things we are most proud of) include; 
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<ul>
<li style="font-weight: 400;" aria-level="1">Hosting an annual B Corp month celebration to raise awareness of the movement and encourage sustainable media planning.</li>
<li style="font-weight: 400;" aria-level="1">The introduction of customer satisfaction checks with an annual Client &amp; Partner survey and from this have seen improvement across the board (our customer satisfaction score is an impressive 96%!) </li>
<li style="font-weight: 400;" aria-level="1">Doubled our commitment to paid volunteering hours for all members of staff </li>
<li style="font-weight: 400;" aria-level="1">Consistently measured our carbon footprint including bills and spend data to track our Scopes 2&amp;3 emission with partner Futureproof since 2022. </li>
<li style="font-weight: 400;" aria-level="1">We have also increased from 52% renewable energy powered sites to 81%!</li>
</ul>

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So, why are we doing this? Ultimately, better business means better outcomes for our people, businesses and the communities in which we operate. The B Corp certification helps us to validate our social and environmental commitment and lead the way in the Out of Home space in this area. We can’t wait to see what the next three years bring!

The Mini brand is an icon of British motoring, with a 65 year history spanning from post war petrol rationing, to a global symbol of British style and engineering. 
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Originally designed to help combat the fuel crisis of 1956, the car was designed to be a small, fuel-efficient car that could still seat four adults. Then more than a decade later the Mini Cooper we are familiar with today was first born to be a racing car. By the mid 60’s celebrities such as The Beatles, Twiggy and Enzo Ferrari chose the Mini Cooper as their car of choice and so it was catapulted to become a status symbol, and still is seen as this light today. 
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The Mini Cooper’s of today are a far cry from those of the sixties and has embraced a ‘digital first’ identity whilst splitting its lineup between a dedicated electric platform and a refined petrol version. 
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This January to celebrate the launch of the new model of the Mini Cooper Electric, the brand activated its newest campaign, ‘Nothing Beats a Cooper’, using our EV Pack; a handpicked selection of sites which index highly against audiences interested in electric vehicles as well as located in cities which are listed to be at the forefront of the EV market.

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The brand looked at four key cities within our EV pack: 
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<ul>
<li style="font-weight: 400;" aria-level="1">London: London is currently leading the way with electric vehicles and is the most popular city for EV users. </li>
<li style="font-weight: 400;" aria-level="1">Newcastle: Newcastle has been named as an ‘electric vehicle hotspot’, and the Metrocentre boasts the most EV chargers in a UK shopping centre. </li>
<li style="font-weight: 400;" aria-level="1">Coventry: Coventry led the ranking in 2023 for the number of EV charging points and remains a popular city for electric vehicle adoption. </li>
<li style="font-weight: 400;" aria-level="1">Liverpool: Several years ago Liverpool City Council installed a network of 300 on-street electric vehicle charging points, making the city the third largest public charging network in the UK. </li>
</ul>
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As more car buyers are considering going electric when purchasing their new vehicle, OOH advertising is becoming an increasingly important tool for car brands to reach prospective customers. A study from YouGov found that individuals who were considering buying EV or plug-in hybrid vehicles are more likely to notice ads displayed on certain medians, with over a quarter stating they would notice EV ads placed on billboards. 
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The campaign from Mini dominated a key selection of our LFD sites with bold images of the Cooper.  Their data-driven approach by using the EV Pack allowed the 65-year-old British icon to catch audience attention and remain front of mind with a range of EV-orientated audiences and prospective buyers, successfully bridging its racing heritage with a modern, electric future through bold, high impact digital billboards in some of the UK&#8217;s most EV-ready urban locations.

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<img loading="lazy" decoding="async" class="alignnone size-medium wp-image-17143" src="https://api.openmedia.uk.com/wp-content/uploads/2026/01/DSC05837.jpg" alt="" width="1" height="1" />To learn more about our EV Pack for your vehicle brand, please contact sales@openmedia.uk.com

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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