Alight Media’s digital billboard network has claimed the top spot for audience reach, connecting with 30.8 million people every month according to the latest Route release.
The data reveals that the advertising agency has become the market leader for the most popular size of digital billboard within the outdoor advertising arena – D48 – covering more regions than any other digital out-of-home (DOOH) media owner, as well as more total and unique towns.
Setting itself apart from the competition, Alight is the only media owner with coverage across all BARB regions, spanning 150 towns and cities, which the agency claims make it the ‘only truly national D48 network’.
By adopting a strategy of inclusive out-of-home (OOH) development throughout the UK, not just in London and major cities, the company has seen its national audience reach exceed 50% of all adults.
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In the four largest cities outside London (Manchester, Birmingham, Leeds and Glasgow), Alight’s reach expands to over 80% of all adults.
In addition, when combined with Alight’s 6-sheet network of classic and digital sites, advertisers can reach some 32m UK adults each month. This figure surpasses the monthly audience reach of prominent media outlets such as The Sun, Sky News, Twitter, and The Telegraph.
Alight’s achievement represents a big milestone in the company’s commitment to growing the reach of DOOH across new audiences.
“When we launched four years ago, our aim was to bring incremental audiences to advertisers, bringing the power of digital OOH to new locations across the country,” said Alight Media CEO, Mathew Dearden.
“It’s a huge milestone for us to now offer the highest reach of any OOH media owner in this fast-growing format.
“There are still large areas of the country that we believe are underserved for communities and advertisers and we are committed to further growth while maintaining our high-quality location and screen standards.”
