North East duo join forces to drive smarter ads

A North East data-led advertising partnership is taking shape as two growing companies have joined forces to enhance digital campaign performance.

Sunderland-headquartered Smart Outdoor, one of the UK’s fastest-growing independent digital out-of-home media owners, has partnered with Newcastle-headquartered Seriös Group to accelerate its transition toward more insight-driven advertising. 

The media operator runs more than 1100 digital screens nationwide and is investing in data infrastructure to support its next phase of expansion.

As part of the collaboration, Seriös Group has deployed a centralised data platform built on its AI-powered Seriös ONE framework. 

The system unifies Smart Outdoor’s multiple data sources, enabling real-time insights, improved campaign tracking and smarter decision-making across the business.

It will also power a suite of dashboards offering clear performance metrics to help teams refine campaigns, identify commercial opportunities and deliver more targeted advertising solutions for clients.

Lee Rorison, founder and chief executive at Seriös Group, said: “We’ve built a strong relationship with Smart Outdoor through our own out-of-home campaign. 

“This partnership brings together our expertise in data solutions with their forward-thinking approach to advertising. 

“We’re excited to support them in creating a more connected, insight-led future that delivers even more impact for their clients by using our DataOps framework and data platform accelerator, Seriös ONE.”

Smart Outdoor selected Seriös Group as its data partner to strengthen its commitment to measurable, impactful campaigns and support its ambition to build a more sophisticated, insight-driven operation.

Through the new data ecosystem, Smart Outdoor will gain clearer visibility of audience behaviour and asset performance, advancing its innovation strategy and competitive standing.

Tom Aveyard, head of data and intelligence at Smart Outdoor, added: “This collaboration with Seriös Group is a game-changer for us. 

“As we grow in a fast-moving advertising landscape, having access to reliable, real-time data is crucial. 

“The new data platform will give our team the ability to work smarter, respond faster, and make confident decisions that deliver even greater value to our clients. 

“We’re excited about the opportunities of this partnership.”

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