• ABOUT US

    At PML Group we have over 30 years’ experience in delivering Outdoor Advertising campaigns in Northern Ireland. We have access to a large inventory of OOH sites, including billboards, bus stops, digital screens and bus advertising, advising clients on the most effective media mix to deliver objectives.

    We use data from a range of sources to understand what people think, feel and do, and how they work, play and live in an Out of Home space. This makes us experts in reaching and influencing audiences.

WHO WE ARE

At PML Group we have over 30 years’ experience in delivering Outdoor Advertising campaigns in Northern Ireland. We have access to a large inventory of OOH sites, including billboards, bus stops, digital screens and bus advertising, advising clients on the most effective media mix to deliver objectives.

We use data from a range of sources to understand what people think, feel and do, and how they work, play and live in an Out of Home space. This makes us experts in reaching and influencing audiences.

PML Group is part of Posterscope, the world’s leading location-based marketing agency. Our client service teams in PML and Source out of home use a range of tools and services to deliver the strongest campaigns and best value for our clients.

Our complete OOH solution for clients includes:

  • Media Planning & Buying via PML and Source out of home
  • Brand Safety via Poster Audit Bureau
  • Digital Content Management via our Dynamic platform
  • Creative Solutions via Design+
  • Innovation and Experiential Activation via our Innovation@ team
  • Market Intelligence
  • Research
  • PR and Campaign Amplification

WHAT WE DO

Simply, we buy Out of Home advertising on behalf of our clients. Our expert team has years of experience in planning and buying a range of formats, including billboards, bus stop advertising, bus displays and digital screens. Data informs our campaign planning to reach the right audiences, while campaign monitoring, post campaign research and market intelligence add additional value. Scroll down to see more on some of the ways we deliver optimised OOH campaigns for our clients.

Data Led Planning

We use data to help us understand how audiences work, live and play. This means we know more about how they think, feel and do, so campaign planning is more effective and offers better results.

Ongoing research on 300 different respondents every quarter, relating to lifestyle and interaction with OOH advertising.

Powerful mapping tool, ingesting Locomizer data alongside census data, OOH panel data and hundreds of business sets. Pinpoint ingests all demographic information available from the Census. An important data source in our planning process.

Proprietary PML Group lifestyle study carried out among 1,500 respondents nationally.

Provides essential consumer insights, building effective consumer understanding and audience profiling for OOH planning and buying.

Harnesses the power of mobile by creating category affinity groups based on app and social media use.

Industry coverage and frequency measure, ensuring our planning meets these key KPIs.

Content Management and Brand Safety

Brand safety and protection of our clients’ investment is of paramount importance to us. Once a campaign hits the street, the next phase of our role is to ensure delivery of planned activity and provide peace of mind and accountability for our clients. This is done via our Poster Audit Bureau team. Digital content is managed centrally via our Dynamic CMS platform.

Our Dynamic platform is a digital content management system that allows advertisers optimise their OOH campaign by delivering contextually relevant content across multiple media owner screens. Content triggers such as weather, time, location or live data such as sports scores or social media feeds can be applied to OOH campaigns in a seamless manner, exclusively by Dynamic.

Poster Audit Bureau (PAB) physically monitor 6,000 OOH advertising panels each 2-week cycle. Although rare, issues such as weather damage, misposting of sites and non-compliance of regulatory codes can occur and nothing short of a 100% inspection of sites each cycle will ensure a client’s investment is protected and their brand is appearing when and where it should be.

Our monitoring team photograph every OOH campaign each cycle and provide clients with images of their own campaigns and those within their competitive set. Our database of images stretches back more than 30 years and includes over 91,000 campaign images.

Creativity

Outdoor advertising offers a massive canvass – the streets we all walk every day. It can engage, entertain and inform without editorial interruption. It is a pure form of communication.  So, creative bravery, clever design and the element of surprise are vital in delivering memorable work. Here’s how we can help.

Outdoor advertising is not restricted to the confines of the poster frame. Innovative techniques and special builds can complement classic OOH campaigns to add that something special and different.

In the new world of content, we recognise the potential that OOH provides for clients to create content solutions for their brands that can move consumers and create engagement. Often, this involves creating a new media solution or bespoke activation.

Marketing and Campaign Intelligence

Our role continues even after your campaign has finished. A selection of post-campaign services are highlighted below:

Campaigns booked through PML Group receive post-campaign effectiveness research in the form of Poster Impact. Established in 1996, Poster Impact measures key metrics that are trended and benchmarked by category, format and time period.

Posterwatch is PML Group’s market intelligence service, offering clients a 100% view on the OOH market, fuelled by our PAB monitoring service.

Our marketing team regularly deliver additional coverage for client campaigns via social media and trade press.