Billboard boost helps scale-ups shine

A roadside advertising provider has launched an initiative to make outdoor advertising more accessible for growing businesses. 

Leeds-headquartered 75Media’s new membership programme, called Ignite, offers financial support, expert guidance and networking opportunities to help scale-ups boost brand visibility.

Bosses say the scheme will give businesses up to twice their media budget in additional ad spend, along with flexible payment terms, data-driven insights and creative support. 

They add that Ignite’s tiered match-spending model could give brands access to an extra 100 digital billboards, reaching up to 9.5 million people in key UK cities.

Lucy Bendall, 75Media national account director and Ignite programme lead, said: “We understand the challenger brand landscape because we are a challenger brand.

“We have first-hand experience of the unique hurdles that come with being a growing business. 

“We see this as a partnership with member companies, helping them to scale up over a planned period of time. 

“We know that if brands commit to outdoor media for a year, they’ll see the benefits.”

Early adopters include wellness brand WillPowders, led by TV personality Davinia Taylor, as well as family-run organic food specialist Clearspring, who are both using Ignite to launch their first out-of-home campaigns.

Davinia added: “Launching our first out-of-home campaign across the North is a huge moment for WillPowders. 

“We’re really grateful to be working with 75Media and the Ignite programme.” 

The programme follows 75Media’s recent seven-figure investment from Mercia Ventures, as it continues to expand its network of 1300 billboards and develop artificial intelligence-driven advertising tools.

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