Ads on tap: why digital screens in pubs are raising the bar for brands

But, in such a fast-evolving landscape, how can marketers best put their brand into the heart of pub conversations nationwide?

All aboard the DOOH party

Over the past decade, emerging tech has fueled the rapid expansion of digital screens in public spaces, from shopping malls to transport hubs and now into pubs, bars and other venues. The market is set to reach $15.9bn globally by 2027. And in the UK, 98% of people encounter at least one out-of-home (OOH) ad every single week.

Here’s the real reason for a toast though – despite this vast reach, OOH often costs less than TV or radio when it comes to cost-per-view and commands a lower cost per thousand impressions compared to many digital channels.

And audiences trust it. It seems like there’s a credibility to billboards and posters that are part of their everyday environments. Consumers are 40% more likely to talk to friends about products they see advertised out-of-home.

How DOOH pulled up a chair at the bar

The ad screens fast becoming a menu staple in pubs, bars and venues across the country are part of the digital retail media boom which gives advertisers the chance to reach consumers closer to the point of purchase, with interactive content that resonates in real time.

It's not surprising when we consider that many digital screens in pubs are part of larger ad networks, allowing advertisers to use rich data insights that target ads to specific audiences based on the pub’s location and clientele. And they command an unusually high dwell time in these social environments (72 mins on average), giving advertisers plenty of time to land brand messages.

Alight Media, in partnership with Stonegate Group, spearheaded screens in social settings with the launch of MiXR Media in 2023. Now approaching its first anniversary and counting Heineken, Coca-Cola, Diageo, Netflix, EE, Flutter Group and Disney among its customers, MiXR Media is the UK’s largest full motion screen network. It reaches 100 million visitors a year in almost 700 Stonegate Group venues nationwide, including Be at One, Slug & Lettuce, Popworld and Walkabout.

Reflecting on MiXR’s success over the past 12 months, Darren McKay, director of data & technology, Alight Media says: “Digital media had never been delivered to this scale in bars and pubs. These ad opportunities allow brands to engage audiences via flexible location planning, full motion content and high dwell time in an environment the British public love.”

So, how can marketers make sure they raise the bar, rather than drown their sorrows, with ad campaigns in bars and pub?

Cheers to full motion content and creative flexibility

Pub ad screens like the ones in the MiXR Media network allow for full HD video content. The most impactful campaigns are based on bold color schemes and big, readable fonts that pack a punch without obscuring the brand message.

Successful brands tell their story in as few words as possible and make it clear what action they want their audience to take. For example, during the Wimbledon Tennis Championships, Stella Artois changed its ad creative when rain stopped play, to offer customers a free drink.

Introducing humor or word play is even more relevant in the often banter-fueled pub environment. And it pays to get it right, with reported average sales spikes of 13% as well as sizeable uplifts in ad recall and purchase intent.

Meanwhile, thanks to the higher dwell time than usual of DOOH screens in bars and pubs, brands do well when they engage customers with multiple creatives in one visit, perhaps telling a story over a series of ads, in a way that encourages conversation.

Last orders on 2024, what’s the toast in 2025?

As socializing with friends and family is still a big part of people’s lives, with 71% saying they most look forward to going out to eat and drink, it’s likely that advertisers will be putting even more money behind the DOOH bar.

“For brands, the future of pub advertising will be about more than just visibility,” says McKay. “It’ll be about creating memorable, interactive experiences that deepen connections with consumers in the places they gather and celebrate.

“As we look ahead to the next 12 months, MiXR Media will build even stronger connections with communities, and also bring new audiences and even more data-led, flexible advertising opportunities to the market.”

For more advice and insights on DOOH advertising, visit Alight Media.