Observed Signal · Sep 15, 2026 · Market Signal · Source: XR Global · Impact: 3/5
XR Releases New Report: Where Ads Get Made
XR's new report, 'Where Ads Get Made', tracks how the ad production landscape is shifting, from where brands and agencies are shooting to which markets are gaining ground and how talent is being paid.
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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.
New XR Data Uncovers Insights Into Where Ads Are Filmed & What States Are Gaining Ground
XR released new data on where ads are filmed and which states are gaining ground, along with other press releases on AI in creative production and budget fights over creative.
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