Observed Signal · Oct 1, 2026 · Market Signal · Source: Outsmart · Impact: 3/5
Iconic Out of Home delivers an 88% uplift in media ‘fitness signals’ according to new independent research
New independent research shows Iconic Out of Home delivers an 88% uplift in media ‘fitness signals’. Also new: BackLite UK upgrades Landscape Gallery portfolio, pDOOH Isn’t Digital Programmatic study, and more.
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Making OOH advertising accessible benefits all brands
This article discusses the importance of accessibility in Out-of-Home (OOH) advertising, highlighting that inclusive creative can reach wider audiences and improve brand perception. It cites research showing that many Britons notice OOH ads frequently, and that a significant portion take action after seeing them. The author, Jonathan Hassell, emphasizes that ignoring accessibility risks excluding disabled, neurodivergent, and older consumers who have substantial spending power. Key recommendations include using high contrast colors and clear typography, being mindful of photosensitive triggers like certain colors or patterns, and adding closed captions to video ads. The article also showcases examples like Bupa's Paralympic campaign and HSBC's mural project that successfully implemented accessible features. Overall, accessibility is framed not just as a compliance issue but as a creative and business opportunity to broaden reach and strengthen brand loyalty.
UK VOD Faces New Regulations; Canva Expands with Acquisitions
The UK government plans to tighten oversight of major video‑on‑demand platforms by designating services with more than 500,000 UK users (including Netflix, Amazon Prime Video, Disney+, ITVX and Channel 4) as “Tier 1” and bringing them under enhanced Ofcom regulation with a standards code, complaint routes and accessibility quotas. Canva has acquired animation specialist Cavalry and advertising optimisation startup Mango AI, intending to integrate Cavalry into its Affinity professional suite and expand AI-driven ad optimisation capabilities. UK out-of-home (OOH) advertising reached a record £1.44bn in 2025 (up 2.6% YoY), led by digital formats which comprised 67% of revenue; Q4 revenues were £404.9m with digital OOH growth of 4.8% year on year.
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