Building a powerhouse DOOH media brand

Establishing a dominant presence in the digital out-of-home (DOOH) media space requires more than just investment. It demands a clear vision, resilience, and the ability to innovate. Matthew Dearden, founder and CEO of Alight Media, shares his insights on how his company became the fourth-largest DOOH screen operator in the UK within just five years.

A vision for growth

The foundation of Alight Media was built on a commitment to growing the market by adopting a digital-first approach and forming strong partnerships with communities. Matthew believed the UK needed a fresh perspective in the OOH market, drawing on his experience in senior marketing and commercial roles at British Telecom, Procter & Gamble, and as president of Clear Channel Europe.

His co-founder, Dave Huckerby, brought extensive OOH experience, particularly in working with landlords and partners. Together, they launched Alight as a self-funded, hands-on operation, relying on courage, resilience, and strategic decision-making to navigate early challenges.

Overcoming adversity

Securing the right investment at the right time was crucial. The unforeseen challenge of a global pandemic halted traditional OOH advertising, yet Alight not only survived but grew. Matthew personally led significant investment rounds during this period, ensuring the company remained well-funded and supported by an ambitious international board.

This growth was achieved organically, through acquisitions, and by strengthening relationships across the value chain—from advertisers and agencies to landlords and media partners. Recruiting top talent who shared Alight’s values and ambition played a vital role in sustaining this expansion.

Expanding the market

Many offline media channels are struggling with declining audiences and brand safety concerns. In contrast, OOH remains a trusted medium with unparalleled reach. Matthew identified a key opportunity: instead of focusing on oversaturated urban areas, Alight prioritized adding new audiences and extending reach.

One of the company’s most successful innovations has been the growth of Digital 48s (D48s), which have provided the highest incremental reach in the UK market. With a 30% annual growth rate since 2019, D48s have become the strongest-performing DOOH format, confirming the demand for expanded coverage.

Innovation through partnerships

Alight’s commitment to innovation led to the launch of a digital retail media division in 2023. This initiative introduced MiXR Media, a digital media network developed in partnership with Stonegate Group, the UK’s largest hospitality landlord. MiXR Media quickly became the UK’s largest digital hospitality network, attracting major advertisers such as Disney, Netflix, and The Royal Air Force.

By leveraging advanced audience datasets, including purchase data and eye-tracking insights, Alight has strengthened its ability to deliver targeted advertising solutions that benefit both brands and consumers.

Sustaining long-term growth

As Alight celebrates five years of success, the company is setting ambitious new targets for 2025, including the deployment of 500 D48s, 500 D6s, and 5,000 screens. The strategy remains focused on delivering new audiences for brands while continuing to bridge the gap between advertisers and local communities.

Matthew emphasizes the importance of knowing when to be cautious, when to scale, and when to take bold risks. Five years ago, Alight operated just 18 digital screens—today, that number exceeds 4,500. Monthly reach has surged from 227,000 to 33 million, while impressions have grown from 26 million to 12.6 billion.

The company’s trajectory demonstrates that with a strong vision, a commitment to innovation, and strategic investment, building a powerhouse DOOH media brand is not just possible—it’s a matter of execution and persistence.