28/04/2022
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OPEN Media are proud to announce our new digital, large format network, OPEN Connect. Comprising of 16 screens within 9 key UK cities, and with anticipated growth of the network, brands have the opportunity to currently reach an audience of almost 5 million individuals every fortnight.
OPEN Connect is a series of well-considered, desirable locations with an impressive reach up and down the country. Campaigns can now get to parts of the UK that they have previously not been able to, with an impressive 46% of the network reaching an incremental audience.
Not only will campaigns be reaching new locations, but brands have the opportunity to be on the front foot of technology and display eye-catching, cutting-edge with the networks 3D capabilities and the option of flexible booking; by hour, by day or by location.
The network also boasts full accountability and transparency for your campaign booking, partnering with UniLed, who provide the digital out-of-home industry with a range of market leading products and services that maximise the performance of DOOH and instils trust and confidence in the sector.
UniLED’s solutions streamline the creative delivery process for digital-out-of-home campaigns and provide full transparency and accountability for brands, through third-party verification of DOOH.
“We are extremely excited to bring our new network, OPEN Connect to the out of home market. OPEN Connect’s goals and objectives are to bring incremental audiences and brands together.
The key benefits of buying this premium out of home network are; full transparency and accountability reporting, carbon emission reporting, flexible buying based on time, day, and location, and also full motion capabilities.”
Mike Smith
CEO, OPEN Media.
The majority of the network is comprised of premium, city centre retail sites, targeting a wide range of potential consumers including; shoppers, nighttime revellers, workers, families, and those travelling by public transport. Whilst our roadside locations are placed on key routes in and around city centres, our retail locations are proudly at the epicentre of booming cities and towns, filled with receptive audiences.
Looking further into what audiences are the strongest within the network, our research has found that the most prominent audiences within the network are those of younger individuals, reaching over 1 million 18-34 year olds per fortnight, namely people that fall into the Gen Z and Millennial categories, who are two sets of extremely receptive consumers.
Another notable audience is that of those who fall into the ACORN group City Sophisticates. These are young, well educated and prosperous people living in major towns and cities. They aren’t called the internet generation for nothing, as they are early adopters of technology, have a cosmopolitan outlook on life and enjoy their technologically advanced, urban lifestyle. Behaviours include eating out, going to the theatre & cinema and making the most of the culture and nightlife where they live.
OPEN Connect is placed within many key university cities and towns in the UK so it is not surprising that a highly indexed audience is that of students. Students are a key player within the retail landscape, adding a generous amount to the economy, with student spending supporting over £80bn of UK economic output.
The final prominent audience within the network are Cinema Goers, who are counted as individuals who would visit the cinema once or more per month. In 2021 there was over 74 million visits to the cinema, despite being closed to the public for the first few months of the year. The film industry in the UK is a massive sector and with 100% of our OPEN Connect network being 1 mile or less to a cinema location, it is prime for clients and brands to tap into using the network.
Although this list is not exhaustive, these are the kind of consumers that brands want their campaigns to be in front of.
The locations in which OPEN Connect are located are exciting places to be. Being high growth towns and cities with young populations, large tourism numbers, numerous universities and high amounts of businesses, they are excellent locations in which to hit a massive range of target audiences for clients and brands alike.
Sources: ACORN, Cinema Advertising Associate, Helixa, Route, Statista.
