FreeWheel, Outernet partner to redefine out-of-home advertising

FreeWheel and Outernet have announced a pioneering partnership to deliver CTV out-of-home advertising campaigns across Outernet’s screens and physical spaces.

The collaboration will provide brands with new ways to reach audiences through a unique and engaging environment.

Driving visitor engagement

Through the collaboration, Outernet will leverage FreeWheel’s SSP to monetise its premium inventory across its flagship London locations. 

These include The Now Building on Tottenham Court Road and the Now Arcade on Denmark Street. The partnership will connect Outernet’s DOOH inventory with FreeWheel’s SSP demand, offering media buyers unprecedented brand experiences.

Outernet will leverage its in-house, real-time audience measurement system, PIAMS, to provide timely behavioural data to FreeWheel, giving brands access to insights uniquely available within Outernet’s environment.

Since launching in 2022, Outernet has worked with some of the world’s biggest brands, including Meta, Samsung, Amazon, McDonald’s, Chanel, Netflix, Spotify, and TripAdvisor. 

“We’re excited to be working with Outernet, which has built one of the most significant out-of-home advertising environments in the UK,” said Emmanuel Ogidan, Senior Director, Supply Monetisation, UK, MENA & Global Accounts at FreeWheel. 

“This partnership will see weekly campaign delivery, with brands reaching large-scale audiences of tourists, residents, and commuters, who make up over 120 million visitors a year.”

Philip O’Ferrall, CEO at Outernet said, “Comcast are without doubt one of the biggest players in the world, and to partner with them to deliver something that is truly innovative is incredibly exciting for all of the Outernet team. 

“Most importantly, what we can now offer brands is a vast and emotionally engaged audience to connect with in the Outernet spaces and at the same time provide dynamic real-time measurement.

“FreeWheel’s expertise in the CTV space and its experience managing ad delivery for premium video environments was central to our decision to work with them.”

The partnership reflects wider momentum in out-of-home advertising as part of converged TV strategies. According to WARC, UK advertising spend will exceed £50 billion in 2026, with CTV and DOOH accounting for substantial areas of investment. 

Following the initial launch, FreeWheel and Outernet plan to extend the offering into a broader programmatic proposition, opening access to a wider pool of potential buyers.