FreeWheel, a Comcast company and  technology platform for the streaming advertising ecosystem, and Outernet, the cultural attraction in London, have announced a partnership to deliver CTV out-of-home advertising campaigns across Outernet’s screens and physical spaces. This collaboration will provide brands with new ways to reach audiences at Outernet through a unique and engaging environment.

Outernet reaches more than 120 million visitors annually, offering advertisers access to a large, highly engaged audience through its immersive digital installations. Through the collaboration, Outernet will leverage FreeWheel’s SSP to monetise its inventory across its flagship London locations. These include The Now Building on Tottenham Court Road and the Now Arcade on Denmark Street. The partnership will connect Outernet’s DOOH inventory with FreeWheel’s SSP demand, offering media buyers immersive brand experiences. Additionally, Outernet leverages its in-house, real-time audience measurement system, PIAMS, to provide timely behavioural data to FreeWheel, giving brands access to insights uniquely available within Outernet’s environment.

Since launching in 2022, Outernet has worked with some of the world’s biggest brands, including Meta, Samsung, Amazon, McDonald’s, Chanel, Netflix, Spotify and TripAdvisor. These collaborations, together with campaigns with organisations such as  Great Ormond Hospital and mental health charity CALM and partnerships with renowned institutions such as the National Trust, are part of an immersive arts, music and culture programme which can be experienced for free by visitors all year round.

“We’re excited to be working with Outernet, which has built one of the most significant out-of-home advertising environments in the UK. FreeWheel’s position in the new TV ecosystem, encompassing CTV and DOOH as emerging screen types, alongside traditional linear TV, means we are well placed to bring programmatic precision to this highly impactful inventory,” commented Emmanuel Ogidan, Senior Director, Supply Monetisation, UK, MENA & Global Accounts at FreeWheel. “This partnership will see weekly campaign delivery, with brands reaching large-scale audiences of tourists, residents, and commuters, who make up over 120 million visitors a year.”

Philip O’Ferrall, CEO Outernet, added: “Comcast are without doubt one of the biggest players in the world and to partner with them to deliver something that is truly innovative is incredibly exciting for all of the Outernet team. Most importantly what we can now offer brands is a vast and emotionally engaged audience to connect with in the Outernet spaces and at the same time provide dynamic real-time measurement. FreeWheel’s expertise in the CTV space and its experience managing ad delivery for premium video environments was central to our decision to work with them.”

Following the initial launch, FreeWheel and Outernet plan to extend the offering into a broader programmatic proposition, opening access to a wider pool of potential buyers.