News

Global, the Media & Entertainment group, today (30 June 2026) announced the launch of Billboards by Global, built around the UK’s biggest 48-sheet footprint and combining scale, creativity, and data and measurement tools, to help advertisers unlock the full brand-building power of billboards.  

The Billboards by Global brand is designed to help advertisers rethink the role billboards can play in modern media plans, offering creativity, planning and proof of effectiveness with digital precision.

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.

For more information about Billboards by Global, visit our new dedicated website https://advertise.global.com and follow @outdoorbyglobal on Instagram.