Why Marketers Are Raising a Toast to Pub Screens
It’s that festive time of year in the UK, where pubs and bars are buzzing with holiday cheer. This year, though, alongside the holly and pints, pubs are serving up something new: digital advertising screens. These screens represent a key chapter in the ongoing explosion of digital-out-of-home (DOOH) advertising, offering marketers dynamic and interactive ways to connect with audiences in real time.
But with this fast-evolving medium, how can brands ensure their ads resonate with pub-goers and spark nationwide conversations?
DOOH: The Life of the Advertising Party
Over the past decade, digital screens have rapidly expanded into public spaces, from malls to transport hubs, and now into pubs and bars. Globally, the DOOH market is projected to hit $15.9 billion by 2027. In the UK alone, 98% of people encounter at least one out-of-home (OOH) ad each week.
Here’s why marketers are celebrating: DOOH advertising often costs less per view than TV or radio and boasts a lower cost per thousand impressions compared to many digital channels. Furthermore, OOH ads are trusted by audiences, with 40% of consumers more likely to discuss products they see advertised in this format.
How DOOH Screens Found Their Place at the Pub Table
Digital screens in pubs are part of the growing digital retail media trend, providing advertisers with opportunities to reach consumers close to the point of purchase. These screens leverage rich data insights to target ads to specific audiences, based on location and clientele.
In pub environments, where people spend an average of 72 minutes per visit, DOOH screens command unusually high dwell times, giving advertisers ample time to engage audiences.
Leading this innovation is MiXR Media, a collaboration between Alight Media and Stonegate Group. Launched in 2023, MiXR Media is the UK’s largest full-motion screen network, reaching 100 million visitors annually across nearly 700 venues. The network, which includes popular spots like Be At One, Slug & Lettuce, and Walkabout, counts Heineken, Coca-Cola, Disney, and Netflix among its clients.
“Digital media had never been delivered to this scale in bars and pubs,” says Darren McKay, director of data & technology at Alight Media. “These ad opportunities allow brands to engage audiences via flexible location planning, full-motion content, and high dwell time in environments the British public love.”
Tips for Crafting Pub-Perfect Ads
To make the most of DOOH screens in pubs, brands should focus on content that resonates in this social setting. Here are some key strategies:
1. Leverage Full-Motion HD Content
The MiXR Media network allows for full HD video ads. Bold colors, big readable fonts, and concise messaging are essential for making a lasting impression.
2. Engage with Humor and Relevance
Pub environments thrive on banter. Clever wordplay and humor can make ads more memorable. For example, Stella Artois successfully engaged pub-goers during Wimbledon by offering free drinks in response to rain delays.
3. Tell a Story
With high dwell times, brands can use multiple creatives to tell a story over a series of ads, encouraging conversations and boosting recall.
4. Drive Action
Successful campaigns make it clear what action they want their audience to take. Whether it’s a QR code for a discount or a call to visit a website, actionable messaging enhances effectiveness.
Looking Ahead: DOOH in 2025 and Beyond
As socializing remains a cherished pastime, with 71% of people prioritizing eating and drinking out, pub-based DOOH advertising will continue to grow.
“For brands, the future of pub advertising will be about more than just visibility,” says McKay. “It’ll be about creating memorable, interactive experiences that deepen connections with consumers in the places they gather and celebrate.”
In the coming year, MiXR Media plans to strengthen community connections and bring new audiences into its fold with data-driven, flexible advertising opportunities.
Cheers to a future where brands can engage consumers over a pint, and DOOH advertising raises the bar even higher.
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