Global expands UK billboard offering

Global has launched Billboards by Global, bringing together its expanded 48-sheet billboard network with planning, creative and measurement tools designed to support outdoor advertising campaigns across the UK.

The launch follows the expansion of Global's digital 48-sheet estate to more than 600 sites. Combined with its classic billboard portfolio, the network now comprises more than 4,500 panels nationwide.

Platform combines planning and measurement

Alongside the new brand, Global has introduced two additions to its Global platform: Outcomes and Access All Audiences (AAA) for Billboards. The tools are designed to help advertisers identify audiences, optimise billboard locations and measure the contribution of outdoor advertising to business performance.

To support the launch, Global conducted an Outcomes measurement pilot involving 45 advertisers. The company analysed three years of media and business outcomes data, including recent outdoor campaigns, and found that campaigns incorporating billboards delivered an average 2.4 times greater brand-building impact than campaigns without the format.

Pilot includes advertiser feedback

Mark Singleton, Chief Marketing Officer, Holland & Barrett: "I'm really quite excited by the new Global Outcomes Measurement Tool. It doesn't just look at the bottom line impact in terms of return on investment. It also helps you to understand how that's shifting persuasion…driving towards purchase. We want to use this as part of our full measurement tool, because it adds an extra layer of understanding."

Simon Pitts, Group Chief Executive Officer, Global: "Billboards do something unique. They help brands show up in a way that feels immediate, public and powerful. And in a world where attention is harder than ever to earn, that has never mattered more."

Mike Gordon, Chief Commercial Officer at Global: "We want to put fresh momentum behind a format we passionately believe in. Without doubt, billboards are one of the most iconic canvases in advertising. We recognise there is a growing demand from brands looking for simple, high-impact ways to reach mass audiences.

With Billboards by Global, we're combining the UK's biggest billboard network with brilliant creative support, award-winning measurement and smart data to help advertisers deliver fantastic campaigns and crucially – prove the results. Billboards by Global unlocks brand building at scale across the whole of the UK."

Campaign supports launch

To coincide with the launch, Global has unveiled a trade marketing campaign created by Bird London. The campaign uses a graphic device inspired by the Global logo across a series of billboard executions intended to demonstrate the creative potential of the format.

Global also announced an expanded partnership with D&AD, including sponsorship of the Outdoor Category Yellow Pencil and support for the Creativity: Dead or Alive? campaign developed with Uncommon.

www.global.com

Follow Marketing Report on LinkedIn