Head of People

Global launches OOH and DOOH ad network Billboards by Global. Tuesday, June 30, 2026 · promoted content. * New Billboards by Global brand launched, combining the scale of Global's newly expanded 48-sheet network - now the largest in the UK - with market-leading capabilities to create and plan campaigns as well as prove effectiveness and impact through Global:IQ. * Billboards by Global is No.1 for Scale, more than doubling Global's digital 48 sheet footprint to over 600 sites, combined with classic billboards to bring more than 4,500 panels in total to advertisers. * No.1 for Data and Outcomes, with the launch today of new, ground-breaking effectiveness tools, Outcomesand Access All Audiences for Billboards, both powered by Global:IQ. * No.1 for Creativity, powered by Global's in-house creative team, industry partnerships and today's launch of an impactful, UK-wide brand marketing campaign created by Bird London Global, the Media & Entertainment group, has launched Billboards by Global, built around the UK's biggest 48-sheet footprint and combining scale, creativity, and data and measurement tools. As part of the launch, Global ran a full-funnel Outcomes measurement pilot for 45 key advertisers. Global's Insight, Data and Outcomes team modelled three years of media and outcomes data including each brand's recent outdoor campaigns, and found that where billboards were included in a campaign, there was an average 2.4x uplift in brand-building impact compared to when they were absent from the media plan. Mark Singleton, CMO at Holland & Barrett, which took part in the pilot said: "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 at Global, said: "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, said: "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." Global has also unveiled a new trade marketing campaign, created by Bird London, designed to show what great billboard advertising can do. Built around a distinctive graphic device inspired by the Global logo, the creative turns a core brand asset into the idea itself, stretching it across a series of playful, confident executions spanning multiple categories. The campaign reflects a simple principle at the heart of great billboard advertising: the best billboards do two jobs at once. They make a brand easy to recognise, and impossible to ignore. In a medium where audiences often have only a few seconds to engage, distinctive brand assets become the creative idea, rather than a signature added at the end. The Billboards by Global network is powered by three core pillars: No.1 for Scale. Billboards by Global offers more than 4,500 sites, offering quality reach in a trusted, environmentally conscious medium. From major cities to regional communities, the network reaches 43 million+ people every fortnight, a huge asset in a fragmented media landscape, where performance spend and digital platforms are both under increased scrutiny. No.1 for Creativity. Billboards help brands show up in a way that is public, powerful and unforgettable. Global's in-house creative team, drawn from top creative agencies, works with brands and agencies to design campaigns built specifically for the billboard canvas. Global is committed to supporting and championing the creative industry,expanding its long-standing partnership with D&AD to include sponsorship of the Yellow Pencil for the Outdoor Category and supporting the 'Creativity: Dead or Alive?' D&AD x Uncommon campaign. No.1 for Data and Outcomes. New industry-leading tools, Access All Audiences (AAA) for Billboards, and Outcomes, both powered by Global:IQ. Global:IQ is Global's award-winning insight and data platform, while Access All Audiences (AAA) is powered by datasets exclusive to Global, allowing advertisers to identify audiences, optimise locations and plan billboard campaigns with far greater precision. Global's Outcomes measurement modelling enables advertisers to understand the role outdoor advertising plays alongside other channels in delivering business results, helping planners confidently integrate billboards into modern media strategies. Global now operates the UK's biggest 48-sheet billboard estate, with more than 4,500 48-sheet frames nationwide. The network delivers a market-leading fortnightly reach of 43.1 million people, equivalent to 77.5% of the UK population, and over 740 million impacts. Published on Tuesday, June 30, 2026 at 6:30 PM

The power of not paying attention. Why audio is your secret weapon in an era of distraction. Tapestry Research partnered with leading media group Global to explore how audio advertising captures and holds its attention. Audio is a central part of people's daily lives, offering consistent reach and emotional resonance. Over an 18 month period, its quantitative research helped understand and measure audio attention, uncovering new insights into the relationship between listening, engagement and brand impact. Audio attention exists on a spectrum, ranging from focused to background; its brains are constantly shifting and prioritising multiple stimuli at once. But audio also has a resilience to distraction - regardless of attention state, 1 in 3 listeners recall hearing an ad in the last 24 hours - allowing advertising to cut through across that attention spectrum. In fact, the more passive the listening occasion, the stronger the response to brand moments in ads. When someone has audio on in the background, brand moments in adverts can be more impactful: It's why audio brand partnerships unlock powerful consumer behaviours. But attention can be gained or even strengthened by being smarter with media planning, targeting the best environment for a campaign objective across the time of day/ week, audio type, radio brand, and audience. The interplay between content and context and which dominates in each situation allowed Tapestry Research to plot listeners and their listening occasions along the scale of attention. Tapestry Research found that ad recall wasn't impacted by a person's audio attention. Ad recall was the same across the attention spectrum. The more passive and background listening also showed a stronger response to branding moments in the ads. When someone has audio on in the background, brand moments in adverts can be more impactful. By clarifying the relationship between listening context, consumer behaviour and attention, its study enabled Global to develop a smarter media planning framework that helps advertisers strengthen attention and make more effective campaign decisions. Find out more about how Global used Tapestry's research to showcase the power of audio brand partnerships, and why audio is your secret weapon in an era of distraction.