The Giving Back Story
17 Apr 2023 / News.jpg)
Working collaboratively, Transport for London (TfL) Clear Channel UK, Global, JCDecaux, as well as the Out of Home (OOH) trade body, Outsmart, have produced a new report highlighting the positive social impact of OOH advertising.
The impact of OOH advertising, particularly in London, is truly significant - London without OOH advertising wouldn’t be London at all. It’s an intrinsic part of our collective identity. It’s our point of difference. It’s a public medium that mirrors the economic and cultural depth of this global city. Just imagine for a moment Piccadilly Circus without the Piccadilly lights. Or long, poster-less tube corridors. Or buses without the latest London shows showcased on their sides.
Yet it goes even deeper than that. Because it is a media channel like no other. A channel that gives back to the communities it serves by providing substantial funding to local authorities and transport companies to invest in improved public services.
It’s also a channel that understands its role in society and the positive change it can make. In 2022, the OOH ad sector supported more than 330 small businesses/start-ups and more than 100 charities across London. This report dives deeper into the work that’s been done across the industry and highlights some of the fantastic work that’s been achieved from revenues.
The positive social impact of the OOH industry is lived and breathed by media owners every day, and that’s the story that this report seeks to tell... One that’s been untold for far too long - the giving back to London story.
John Pizzamiglio, Lead for Advertising Strategy, Transport for London said: “Out-of-Home advertising has a positive story to tell about the influence it has outside of the media world. Working on this report alongside Clear Channel, Global, JCDecaux and Outsmart has encouraged us to highlight the benefits that result from this industry’s wide-ranging initiatives. Every pound that TfL raises through commercial activity is re-invested straight back into the network to help keep London moving. We look forward to continuing to work with our media partners to keep supporting an industry that has such a significant social impact across London.”
Tim Lumb, Director of Outsmart said: “Out of Home advertising provides substantial investment into valued public services up and down the country. This new report explores how that works in London and the key message is that Out of Home is not ‘just’ about fantastic advertising – it also plays a wider role in community participation, social conversation and supporting innovative economic growth.”
Martin Corke, Clear Channel UK said: “This collaborative report sincerely showcases Out of Home’s positive impact in London as both an effective platform for brands and purposeful platform for good.”
Chris Forrester, Director of Commercial for Outdoor at Global said: "Outdoor advertising plays a huge role in giving back to local communities and it helps make a real difference to people’s lives. This report highlights just some of the brilliant work that’s happening across the industry and I’m proud of what we’ve all been able to achieve so far.”
Chris Collins, Co-CEO, JCDecaux said: “It has been an absolute delight to work with TfL highlighting the ‘Giving Back to London’ story. Not only is Out-of-Home a highly effective advertising medium but it is also about what we give back. Helping start-ups, promoting good causes, giving back to communities, funding public infrastructure and off-setting transport costs. This back story is truly amazing and one that deserves to be told.”
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