i-media launches ground-breaking online data portal, transforming Out of Home campaign planning, optimisation and measurement through unparalleled audience insight

i-media, leaders in Motorway Service Area (MSA) OOH advertising, launch their powerful online portal, an exciting and dynamic tool that provides clients with access to highly-granular data in an OOH setting for the very first time.

The portal visualises highly-relevant demographics and real-time data in the form of dynamic dashboards, allowing for optimal campaign planning and an increased understanding of the audiences being reached in the MSA environment. Fuelled by ANPR (Automated Number Plate Recognition) and EPOS (Electronic Point of Sale) data, this dashboard enables clients to access the demographics they need via an intuitive interface.

Globally leading automotive brands, Peugeot, Skoda, Toyota and Lexus, utilise i-media’s real-time ANPR data to activate campaigns that target only a specific audience of drivers of a competitive set of car brands; these campaigns have seen great success with all over-delivering on impacts. Beyond automotive, Virgin Atlantic have used ANPR data to target affluent audiences, with their most recent campaign finding improved ad recognition of +58% for triggered target vehicles.

i-media’s CTO, Jacob Jankel comments: “Our portal is a highly configurable tool that allows us to present the right customers with the right data at the right time. We can push our most relevant data to clients when they need it, revolutionising audience understanding and campaign planning.”

i-media’s Group Business Director, James Byard comments: “One of the most exciting features of the portal is the cutting-edge data that we are now putting in the hands of our clients, giving them instant access to real-time data from their desks. No longer having to rely on historical data, we are bringing campaign planning into the present. We’re so excited to see clients use this tool to understand the nuances of the audiences they’re targeting.”

i-media commences roll-out of portrait Digital Mega 6 format across MSAs

i-media, the leaders in motorway services advertising, has started its build programme of full-motion Digital Mega 6 sheet (DM6) screens, positioned prominently on entry slip roads, to be installed at Motorway Service Areas (MSA) locations across the UK.

Positioned in highly visible locations on the main slip roads into the service areas, the mega portrait high quality screens are suitable to deliver full-motion brand messaging and Key Moment messaging, as well as promote impulse purchasing to a weekly audience of 6.5 million visitors; the first advertising exposure to many in up to two hours of driving.

The roll-out will encompass the installation of full-motion screens at MSAs nationally, creating a uniform national network linking the top conurbations across the UK. Once completed, the network will deliver 6.5 million impacts. Screens are already in the ground and i-media is on-target to reach their first major milestone by the end of Q1, 2024

Martyn Perrie, i-media’s Head of Campaign Delivery, comments, “the launch is the latest example of our exciting digital transformation plans. The new high-impact slip-road screens will deliver unmissable, high quality full-motion ads, including dynamic messaging that can contextually reflect our audience’s key journey moments. The roll-out will ensure a strong network to accompany our current on-site offering of large and small format digital screens, plus interior and static advertising opportunities.”

2023 Another Year of Growth for MSAs as Weekly Audiences Rise +3% to 6.53 Million

MSA audiences increased  on-year as leisure, business, commuter audiences continued to embrace mobility throughout 2023.

Audiences were up a very robust +4% on 2019 levels and reached a total of 340 million annual visits, from 182 million cars. A record average weekly audience of 6.53 million visited MSAs last year, up from 6.3 million.

Eleven out of twelve months across the year delivered growth, with audiences continuing to advance in line with key Moments across the year.

With May’s Spring Bank Holiday Half Term week, the entire School summer holiday period, and August Bank Holiday week all reaching 7.6–7.7 million weekly visitors (+20% above average), and several key Moments across the year reaching an average of 7.2 million (+10% above our annual average), it is this influx of young, family and upscale leisure visitors – two thirds of the total visitors overall – that define and drive continued growth in MSA visits.

What to expect from programmatic OOH in 2024

Oliver Goodge, Head of Programmatic at i-media 

Greater focus on Creative Brilliance – Standardization of DCO  

It’s funny to say that the big focus for PrDOOH in 2024 will be on the creative, given that OOH is a creative-first medium above anything. However, with PrDOOH technologies and a suite of data capabilities now readily available, we’ll witness creative start to be pushed beyond its traditional barriers. DCO (Dynamic Creative Optimisation) will be the lynchpin of this drive in 2024.  

DCO is becoming increasingly popular with advertisers today and with good reason. The power to create hyper-personalised ad experiences through real-time data and machine learning algorithms to generate personalised and relevant ad content has revolutionised the way brands connect with their audiences. 

DCO offers advertisers virtually unlimited opportunities to show an ad that is precisely relevant for a user. However, DCO campaigns are only as good as the data that powers them and using insufficient data is like having the keys to a Lamborghini and never moving out of first gear; you have so much power available to you but you’re not using it.  

2023 saw a proliferation in available technologies and data sources and – coupled with the development of creative management tools within DSPs and the infrastructure readiness of media owners – paves the way for transformative DOOH creative in 2024. Imagine adaptive ads that respond to live social or event feeds, location-specific promotions, personalised product recommendations, sensor-triggered messages, and even augmented reality experiences. The possibilities are endless which makes DCO truly exciting, and 2024 will be the year we see advertisers truly embrace the power of data-driven creative optimisation in PrDOOH. 

Increased Focus on Data-Driven Targeting and Attribution at the Campaign Level: 

Data-driven targeting has become increasingly important in recent years. Advertisers now have access to a wider range of data sources, including first-party data, third-party data, and real-time data, and with advancements in the targeting technologies being developed, specifically AI and ML-powered tools. Advertisers can now readily identify patterns and make predictions about consumer behaviour.  

2024 is poised for a significant advancement. We’ll see advertisers leveraging a wider spectrum of data sources, transcending traditional demographic-based targeting to embrace behavioural insights that drive informed ad placements. DCO, AI, integration with other marketing channels, real-time data, mobile data, location data, beacon technology, geofencing, IP targeting, and search and social media data will be the key driving forces behind this evolution. 

We’ll also see the move towards attribution becoming standardized in PrDOOH. Attribution has always been challenging for any traditional offline channel, particularly traditional out-of-home advertising, limiting performance-led clients’ exposure to the channel. 

However, PrDOOH has been instrumental in establishing a robust attribution framework that goes beyond traditional metrics. By embracing multi-touch attribution, deterministic attribution, cross-channel attribution, real-time attribution, and a broader spectrum of performance indicators, PrDOOH is attracting performance-driven advertisers who seek measurable ROI. 

This paradigm shift away from individual-led attribution, is positioning PrDOOH as a powerful tool for data-driven advertising, revolutionizing the way brands connect with their audiences and achieve their marketing objectives. 

PrDOOH Will Bridge the Gap to Omnichannel Success 

PrDOOH has emerged as a pivotal element in marketers’ omnichannel strategies, seamlessly bridging the gap between physical and digital advertising experiences. In 2023, PrDOOH’s integration into omnichannel marketing frameworks has gained significant traction, as evidenced by VIOOH’s State of The Nation survey, which revealed that 71% of UK advertisers intend to prioritize PrDOOH’s tighter integration in their multi-channel campaigns. 

The collaboration between technology providers, demand-side platforms (DSPs), media owners, advertisers, and agencies will intensify, driving the creation of a unified and seamless experience for brands, enabling them to effectively plan, execute, and optimize campaigns across multiple channels. 

The synergistic convergence of data from PrDOOH and online channels is further enhancing targeting precision and providing a wealth of comprehensive insights. By integrating PrDOOH into their omnichannel strategies, marketers can maximize the impact of their campaigns through a cohesive and strategic approach. 

PrDOOH’s ability to seamlessly integrate with existing digital marketing efforts, coupled with its ability to provide granular audience data, makes it a powerful addition to any omnichannel strategy. As PrDOOH continues to evolve – and its integration with other marketing channels deepens – we can expect to see even more innovative and effective advertising campaigns that transcend the boundaries of traditional marketing approaches. 

More Energy (Green) Efficient Buying.  

PrDOOH advertising is taking a greener turn too in 2024. With sustainability and the reduction of  carbon emissions becoming paramount for brands, we’ll see a shift in cleaner media buying practices. While many in this space already have sustainability and eco-friendly initiatives, we’re entering an era of increasing environmental consciousness.  

While DOOH is already one of the lowest emitters of CO2 when compared to other online media channels, media owners are taking additional steps towards sustainability. For instance, the i-media network has committed to utilizing 100% renewable energy by April 2024, demonstrating both a firm and responsible commitment.  

Carbon calculators can now empower brands to accurately assess their carbon footprint throughout the entire PrDOOH advertising process, from creative inception to media delivery. This data-driven approach will enable brands to make informed decisions that minimize their environmental impact, and position PrDOOH as a frontrunner in environmentally responsible media campaigns. 

Overall, let’s embrace a fast start this year to these game-changing initiatives. Real-time data (at i-media we have live portal access to ANPR and EPOS data which is now triggering campaigns), celebrating the power of dynamic creative, and omnichannel integration will make 2024 truly the year of PrDOOH. 

2024 – Let’s Get Real-Time: A Year of Change and Growth in OOH 

2023 can be best described as a year of challenges but for media and OOH there’s been strong evidence of a rebuild. At i-media, reaching audiences with stand-out digital assets in motorway service areas and using data and technology to fuel dynamic and effective advertising, there’s been transformation and audience growth. A year of real change and progress. 

2024 will be a year of change for the industry, certainly. Whilst we should all be amplifying the enduring benefits of OOH in delivering reach and impact to counterbalance the reach and attribution struggles of our mainstream media, there will be a further shift towards automation (aka programmatic), and a more important transition to real-time and location data that’s increasingly accessible.  

2024 will be a landmark year for events; the Paris Olympics, a general election here and an era-defining US election will all impact the economic landscape. Who knows how the geo-political landscape will define society? But technology, data and sustainability will continue to dominate society’s agenda – even more so. 

UK Moments will continue to define behaviours, with events ranging from a Wembley Champions League final to the 52^nd Glastonbury. Music events have never been better attended. Meanwhile, the continuing popularity of UK staycations (as the economy continues to bit) will be central to how brands can reach audiences. 

A year of projected growth for UK advertising and in digital OOH suggests the importance of planning around some defining Moments and reaching audiences in the right context.​ Moments are increasingly important for brands to reinforce messages and drive engagement. For i-media, our audience is truly defined by MSA Moments, where we see audience peaks coincide with family and leisure activities. This audience continues to grow. 

But we can’t ignore fundamental consumer change. The impact of flexible working and technology is transforming our media consumption. Real behaviour change around commuting and leisure times, whilst city and shopping centre footfall decline is the result of economic reality, flexible working and regional ULEZ policies.​ The dynamics of retail opening hours and public transport use have changed fundamentally. Some regions are even living with “the half week high street”.  

In a similar vein, the steady rise of online/on the go purchasing and cynicism around brands’ commitment to sustainability, will necessitate brand experiences with multiple touchpoints targeting people in a more relaxed mindset.​ 

More agile media plans need to embrace this fundamental societal change, nowhere more so than in OOH, where programmatic consolidation and smarter planning will accelerate the use of real-time and location-based data. The decline of TV viewing, particularly amongst younger audiences – means the big TV-driven brand campaigns are constricting and harder to deliver. ITV has already shed content this year to appease the City. That is not to turn away from the values TV brings, but to embrace an omnichannel route to ensure reach and audience context as a minimum viable proposition. And certainly one that realises the data that is available to planners. 

Digital OOH is expected to grow by around +7% next year. But growth has been generally underwhelming across the channel since the pandemic. Recognising consumer change remains paramount in selling the value of OOH, finding and reaching audiences and delivering context and relevance. 

Brands supporting OOH – and certainly those using programmatic OOH (now a double-digit % contributor to OOH revenues) should pioneer the use of the right data to understand audience behaviour and tracking in real-time. As a minimum.  

Whether reflecting the shift in peak traffic moments or finding an audience with the right mindset, it leads us towards a more agile approach and perhaps a braver one. A key consideration for planners has become: is your media channel delivering audience growth? And how is that audience consuming your message? 

At i-media we have progressive and actionable real-time data that is used to reach audiences and trigger dynamic campaigns. Planning around Moments to reach audiences in right context and right location is now something we can achieve as standard. Something that actions the shifting dynamics of flexible working and consumer presence. 

Beyond that, embracing data sets like ANPR and EPOS to inform, deliver and measure campaigns gives clients something genuinely new and effective.  

Furthermore, the over-supply of some OOH formats – particularly in digital roadside in cities – makes our medium heavily skewed towards certain locations. A disproportionate 62% of UK OOH impacts are delivered or supplied in London alone. This only adds to the importance of national and regional campaign consideration, and re-evaluating the targeting of some commuter environments and placing the impact full-motion can have on effective brand messaging as a higher priority. 

And beyond the disruption likely from a fractious General Election next year, the renewal of TFL’s contract for London Underground and bus shelters could well alter the OOH trading landscape. It makes for interesting times and reiterates the need to plan for change.  

The Out of Home community has certainly reinforced its sustainability credentials and the MSA environment contributes to that, with advertising revenues contributing to important services, recyclable energy and paper used, growing investment in EV charging facilities and the use of EV service vehicles. 2024 will see clients increasing demand for recyclable solutions (Out of Home stands strong versus digital online in this respect) and brands more closely aligning to sustainable projects, in light of waning consumer trust in a widespread business commitment to the green cause. 

For i-media in 2024, our transformational approach to delivering accountable communication opportunities to growing and relevant audiences is rooted in audience, data, technology and sustainability. Relevant data including ANPR and EPOS allows us to deliver better-planned, dynamic, lower wastage and more accountable and effective campaigns. All as standard. Like many, we’ve transformed into an agile business to deliver accountable and relevant audience moments. Recognising and embracing change will be an important part of the future of OOH as it transforms to reflect consumer change in the UK. 

i-media Achieves Planet Mark Certification for Second Year Running

i-media Achieves Planet Mark Certification for Second Year Running

i-media, the leader in motorway service area advertising, announces its Year 2 Sustainability Certification with Planet Mark, following significant contributions to Sustainable Development Goals and a reduction in staff carbon footprint – at 32% tCO2 per employee.

The accreditation reflects i-media’s total carbon reduction by 20% in the last year, helped by a transition to a fully recyclable A3 Washroom Panel inventory, increased governance of MSA site servicing and the use of Fleet Electric Vehicles. This forms part of i-media’s continued sustainability drive as an OOH provider since joining Planet Mark in 2021, and their commitment to reducing carbon emissions and goal of achieving net zero status by 2030 or sooner.

Martyn Perrie, Head of Systems & Digital Delivery at i-media comments, “We are delighted to continue our partnership with Planet Mark. This is an important landmark for us and it is fantastic to have our commitment and passion for sustainable outcomes recognised for the second year running. We will continue to seek new and innovative ways of reducing our emissions over the next 12 months as we continue our push for net zero.”

i-media launches ground-breaking dynamic ANPR campaigns triggering ads in real time with four motor clients, Peugeot, VW, Toyota and Lexus

i-media, leaders in motorway services (MSA) OOH advertising, has launched ad campaigns with four car brands which uses its new, ground-breaking real-time data. The campaigns use Automated Number Plate Recognition (ANPR) data to trigger dynamic digital ads in real-time when a specified vehicle car model enters the MSA.

Four car clients – Peugeot, Skoda, Toyota and Lexus – are using the real-time data to activate campaigns that target only a specific audience of drivers of a competitive set of car brands, also defined by age of vehicle and other factors.

The campaigns will deliver a pre-defined set of impressions by automatically scheduling triggered ad content when a certain vehicle or numbers of vehicle are present. The addressable ads are served to i-media’s D48 and D6 screens, targeting audiences as they enter the MSA. The ANPR data identifies optimum and likely times of visit to aid planning in advance, but all ads are delivered only in real-time to reach pre-defined audiences.

Rhidian Taylor, Brand Marketing Lead at Škoda UK comments, “We are always looking for ways to make our advertising more targeted and relevant, so using i-media to specifically target competitor vehicles from their number plate makes perfect sense.”

Anna Manfredi, Planning Associate Director at PHD on VW Skoda comments, “We are really excited to be activating with i-media’s ANPR vehicle recognition tech. It represents an opportunity to be really smart with our targeting, minimising wastage and ensuring that we are reaching a hyper-relevant audience for our client. We’re looking forward to working closely with the campaign results!”

Sam Tester, Head of Sales at i-media adds, “ANPR now allows clients to use genuine real-time data to activate campaigns based on audience behaviours and key moments in the MSA environment. Data and AI are now playing a leading role for us in opening up more effective campaigns for a range of clients and helping us deliver a unique, market-leading intelligent media opportunity for brands.”

i-media’s CTO Jacob Jankel comments: “We can be extremely specific with our trigger conditions to ensure that they serve triggered ads into the standard ad rotation when certain vehicles are present. All this works within i-Media’s cloud infrastructure via API feeds which gives us maximum flexibility when creating and executing campaign conditions.”

The campaigns for Peugeot, Skoda, Toyota and Lexus, have run over the late-August period into September, coinciding with both the new car registration period and the busiest period for MSA coinciding with the August Bank Holiday weekend and the end of the school holidays, with MSAs attracting weekly visitor numbers in excess of 8 million.

Friday MSA Moments

Fridays are our biggest single day for audience, with +17% more visits. These comprise leisure and business audiences, plus occasional “getaway” moments on bank holidays, summer school holidays and half term weeks.

Our biggest day for audiences is accompanied by a significant +37% uplift in EPOS sales, dwell time (+5%) and is the only day of the week which averages an MSA audience of over 1 million across the year. Our premium getaway Fridays see a +24% uplift in audience.

On top of this, Friday is the most established day for remote working. Recent evidence confirms audiences coming into city centres – particularly during work and commuter hours – is significantly reduced on Fridays. TFL audiences in the City (Bank) are still only half the level of January 2020 and total audiences decline on Mondays and Fridays. Anecdotally, many city centre food service outlets are not bothering to open on Fridays. Yet audience data used by the industry is not reflecting this, often failing to account for the actual audience movements we’re seeing in real time!

Fridays are very much part of the weekend leisure audience, with people travelling to their destination in a very positive mindset. The day is also a powerful combination of leisure and business audiences, with remote working and commuting by car across the regions of the UK remaining significant. A strong reason to position MSA upweights and a cornerstone of an OOH campaign reaching leisure, business and SME audiences.

So, let’s celebrate Fridays for multiple reasons. If Fridays aren’t on your mind, they should be.

Defining MSA visitors: a leisure audience that’s happy, positive, reflective and properly recharged

A new Connector study from i-media into audiences’ behaviour at MSAs reveals that MSA visits are dominated by a leisure audience that tends to stop on their way to their destination, for around 30 minutes, with an average vehicle occupancy around 3 people. Most stop for food and drink purchases and comfort breaks, but also gift purchases and do other activities like dog walking, EV charging and to make a grocery shop.

Conducted this summer, the research study (a large sample of 1,500 visitors) looks at understanding the reasons for stopping, use of facilities, brand preferences and visitor mindset.

Whilst 80% of visitors have stopped at an MSA whilst taking a leisure trip – over 60% on their most recent visit – over half have also used whilst on business, working or commuting – 37% on their last trip.

When they do stop, most do so for food and drink purchases, and also to take a comfort break. Half take the weight off by consuming food and drink on the premises. 44% like to swap drivers, 22% walk the dog, 25% go to the Drive-thru and 37% get fuel or charge their vehicle. 20% do specific grocery shopping and 17% stop specifically to make calls or to send messages.

Our EPOS data analysis reaffirms these spending levels. As leisure audiences increase – for example over a Half Term holiday or Bank Holiday weekend – we see sales rise exponentially at MSAs by as much as 3x times the audience uplift, with books, impulse snacks, coffee and general grocery items leading the way.

MSA visitors are revitalised by taking a break, look forward to the MSA experience and leave in a better mood. They love the opportunity to interact with their favourite food and drink retail brands, including McDonald’s – the most popular at MSAs – but also Greggs, Costa, KFC, Burger King, Starbucks and M&S. 43% make a stop to enjoy a particular brand; around half plan a stop at a particular location because it’s on a familiar or regular route.

There’s a real high value now associated with stopping at an MSA. 61% actually look forward to the experience of taking a break at an MSA. This helps 64% feel more relaxed after their visit. Other evidence confirms that relaxed customers are bigger spenders and happy to spend +15% more than usual. They think more about the value of a purchase at a more abstract, emotional level, rather than purely functional. Over three-quarters of visitors leave the MSA in a better mood, aiding memory, familiarity and perception of their whole experience.

This experience helps with some specific brand communication messaging. Because they have often spent a long period of time in the car, together with family members, this heightens our awareness of reliability and performance issues with their car. As a result, MSA visitors are much better primed for new car advertising messages. 59% say their experience increases awareness of vehicle reliability, for example. 43% – a significant chunk of the audience – are more likely to think about replacing their current vehicle in the MSA environment whilst on a longer car journey. MSA presence for brands is therefore a perfect time to trigger audience perceptions around new car consideration.

July MSA audiences show continued growth despite weather downturn 

MSAs recorded record audiences again in July, as the schools broke up and in the face of wet and windy weather. July saw an average weekly audience of 7.4 million across the month, up +3% vs the strong summer of July 2022, and up +1.4% on the UK’s scorching June. 

There were over 7.5 million weekly MSA visits for the first full week of the school holidays; and 1.8 million for the initial Friday-Sunday getaway over the first weekend. Friday 18^th July alone saw audiences +20% above the average for the month. 

As other environments suffered from poor July weather, the UK continues to rely on MSAs as leisure and staycation audiences continue to flourish. July saw the tenth consecutive month of growth vs 2022. Audiences remain well above 2019 (+5%). 

With minor improvements in the British weather, August MSA audiences are projected to top 8 million per week at its Bank Holiday peak.