MBA qualified and with over 20 years’ experience in the media, digital, eCommerce and technology industries, Dan previously led the integration of AOL and Yahoo to form Oath and then Verizon Media (now Yahoo). He was also part of a three-person leadership team (2020-22) that led the commercial team at Nozzle.ai, an Amazon global software (SaaS) business.
A decade of emotional investment
Like many people, I spent New Year’s Day glued to the final episodes of Stranger Things, later debating with my children and colleagues whether the ending justified nearly a decade of emotional investment. I thought it did. What mattered most, however, was the collective reaction. Even those who haven’t watched it are talking about it. The series has become a shared cultural moment.
Shaping conversations
Reflecting on my three years, to date, at Alight Media, and my immersion in the world of DOOH, it’s striking how often these moments have shaped conversations with both customers and colleagues. In my digital media days, we called them “tent poles”: the landmark occasions that unite generations, command mass attention and give structure to the year. They come in many forms, from sporting triumphs such as England’s Women’s Euros and Rugby World Cup victories, to moments of national reflection following the Queen’s passing, and to blockbuster entertainment events that dominate the cultural agenda.
What this all amounts to is that in a world of unprecedented media choice, these shared moments represent powerful opportunities for brands. One clear thread running through them all is the growing role of DOOH. From Liam Gallagher’s partnership with Berghaus to the BBC’s Gavin & Stacey execution at Leigh Delamere services; from Waitrose’s ‘Piemax’ takeover and Linda, from the Traitors on a huge billboard in Leicester Square to the now-iconic pink D48s, DOOH has been omnipresent.
But DOOH’s significance extends well beyond advertising. During Operation London Bridge, following the death of the Queen, it played a critical public role proving that it doesn’t just reflect the national mood; it helps shape it.
Taking centre stage
2026 promises further growth with the biggest men’s Football World Cup ever, set to take centre stage. The new series of The Traitors, major franchise releases from Marvel and Star Wars, and Oscar contenders such as Hamnet, Marty Supreme and The Odyssey have and will likely feature prominently.
What the moments share in common is that they will create significant media opportunities, with DOOH front and centre. More brands are increasingly using DOOH as their lead broadcast medium, recognising its unique ability to deliver national reach. Television remains a powerful channel, but fragmentation is reshaping its role within the media mix.
However, DOOH doesn’t work in isolation. Indeed, it has been proven to amplify other channels, according to Rapport’s ‘Giant 2.0’ research, by demonstrating just how effective DOOH is at enhancing the business impact of display, social, search and VOD. These channels remain vital in driving cultural moments, but DOOH makes them work harder.
How brands measure success
Also expected over the coming year is a rebalancing in how brands measure success, with renewed emphasis on long-term effectiveness over short-term KPIs. Moreover, branding is back, and DOOH is perfectly positioned to make brands famous.
DOOH’s combination of reach, trust and creative impact elevates both brands and the conversations around them. We saw from WPP’s groundbreaking ‘How Humans Decide’ research the power of priming in developing consumer bias and with its national scale and creative canvas the digital billboard should be the format of choice.
Asking the same question
Increasingly, our customers are asking the same question: how can our brand show up where the conversation is happening? The answer can be found in social spaces. Our Dwell network of screens across hospitality and leisure environments delivers above benchmark gains in brand recall and purchase intent, proving the clear advantage of reaching people in relaxed environments.
Add to that its use of data and technology, its proven effectiveness and its ability to drive measurable results, and the case for DOOH becomes compelling.
Forecasting is never easy. I can’t say what this year’s equivalent of a ‘rave dad’ moment will be. But what I can say with confidence is that DOOH will be there – shaping the conversation and helping brands win.
