A8 Media’s new audience-led platform Signal enables ‘forensic’ planning, optimisation and evaluation of DOOH campaigns
Out-of-home (OOH) advertising specialist, A8 Media, has launched its proprietary digital OOH (DOOH) planning intelligence and campaign insights platform, Signal. The new tool will help A8’s team plan smarter campaigns, understand performance more clearly and deliver better results for its clients, as the channel continues to grow. (OOH advertising saw a 12.7% increase in revenues in the second quarter of 2026, with DOOH forecast to account for 76% of OOH ad spend by 2031.)
Signal enables highly specific, audience-led planning, helping A8 to identify the locations and then screens most relevant to each brand or campaign. This granular capability ensures budgets are focused on the locations that matter most; it also makes DOOH accessible to regional advertisers, for whom a smaller number of carefully selected screens in the right areas can be highly effective.
A8 Media developed Signal in response to the rapidly evolving OOH market. Traditional billboards have been supplemented by digital screens in a range of environments and the amount of audience data, location intelligence and campaign reporting available to inform planning has increased significantly. Signal also manages the resulting increase in complexity; more media owners and screen formats have led to fragmentation, and detailed insight is often spread across multiple platforms.
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Signal brings together data from multiple sources, enhancing A8’s understanding of audiences and key locations. Further datasets based on brand or campaign objectives can also be uploaded; these can include first party customer data, search data, performance data from previous campaigns, and mobile movement data. By identifying where customers are located, this shows where there is likely to be greater interest in a brand, product or category.
This insight is brought together by Signal, giving A8’s planning team a visual view of the locations relevant to each campaign and indicating where investment should be focused. Signal’s optional AI tools provide support where useful.
The contextual approach means advertisers can focus on the locations that matter most for their campaign. Instead of buying across an entire city for example, Signal can isolate the screens that are located around key customer touchpoints (such as community hubs, commuter stations, retail stockists, etc).
Signal also brings together campaign performance, audience and measurement data to provide a clearer understanding of who a campaign has reached and its impact against each brand’s key objectives. These insights can be used to optimise activity, identify new opportunities, inform future planning, and support cross-channel re-messaging to reinforce the campaign and help drive further engagement.
Set up in 2025, A8 Media brings a strong adtech heritage to the OOH industry. Managing director and co-founder Chris Childs led the UK launch of omnichannel DSP Hawk, growing the business until its acquisition by Azerion; co-founder and operations director Amin Rahman was Hawk’s UK head of advertising operations.
Childs says: “We’re not trying to reinvent out-of-home, but we are investing in the tools to support the changes happening in the DOOH market. Signal helps our team to be forensic with how we plan, optimise and evaluate campaigns, bringing together the information we use every day to make better-informed decisions around audiences and locations. And it gives clients greater confidence in where their OOH investment is going and clearer insight into the impact of their campaigns.”
About A8 Media
A8 Media is a specialist out-of-home (OOH) advertising and audience intelligence business, founded in 2024 by Chris Childs and Amin Rahman. It works with brands and agencies across planning, activation, creative solutions, audience insights and campaign measurement, in the UK and international markets. Combining audience and location intelligence with extensive access to DOOH inventory, A8 helps advertisers make more informed decisions around the locations that matter most to their audiences and objectives.
