This category celebrates truly Powerful Posters with best-in-class design and outstanding creative craft. The winning creative will showcase brilliant art direction, powerfully convey its message and be true to the brand. The creative will also embrace the environment in which it is displayed. The award is open to brands and companies of all sizes and must be attached to a delivered campaign.

The judges will be particularly interested in seeing:

• Classic or Digital creative that demonstrates exceptional art direction as a truly Powerful Poster.
• Memorable creative that captures the audience’s attention and imagination.

This award honours creative executions that stand out owing to the innovative use of tech or data. The winning campaign will use tech or data in new and interesting ways to push the creative boundaries and capture incremental audience attention.

This award will be judged on how the tech or data has been used to deliver a creative execution, rather than for campaign planning. The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• How the campaign pushed creative boundaries.
• How tech or data boosted the campaign’s performance.
  

This award salutes bespoke installations and immersive real-world experiences. Entries can, but do not need to, employ traditional OOH formats. The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• How the one-off investment paid-off in terms of real-world audience engagement.
• Evidence of earned PR and social media amplification.

Additional credit will be given to activations as part of a campaign using wider OOH formats to enhance the experience.

This award recognises smart planning powered by data. Entries will clearly demonstrate how the use of audience data, insights and tools were employed to create an effective strategy, plan and campaign.

The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• The nature of the data and insight, alongside how it was employed.
• How planning aligned with the data and insight to deliver exceptional results.

This award is open to campaigns that have strategically employed at least two different OOH advertising formats, ideally across different environments.

The entry needs to clearly demonstrate why particular formats have been used together, and the strategy behind those planning choices. The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• Why multiple formats have been used to deliver the campaign.
• How the use of multiple formats boosted this campaign’s performance.

This award is open to campaigns that have strategically used OOH as a lead media channel in complementing other channel activity. The award is open to brands and companies of all sizes.

The judges will be particularly interested in seeing:

• What role OOH played as the lead media channel.
• Evidence that OOH and other channels combined to boost campaign performance.

New for 2025, this award acknowledges the incremental benefits of programmatic OOH. Entries will be able to demonstrate how and why an effective campaign was planned and delivered through the programmatic channel. Qualifying programmatic OOH campaigns may have complemented existing OOH activity, be that standalone pDOOH, or part of a broader omnichannel programmatic campaign.

This award is open to brands and companies of all sizes. NB. For campaigns to be eligible they must have ran through the OpenRTB protocol. 

The judges will be particularly interested in seeing:

• Clear planning and delivery benefits attached to the use of programmatic.
• Evidence that the use of data-driven programmatic delivered incremental campaign results.

This award celebrates brands that have consistently invested in OOH as a core part of their media plan. Brands need to demonstrate, either through bursts of one campaign or with multiple campaigns over time, how OOH has delivered. Entries into this award must have invested over £500k in OOH through the past 12 months.

The judges will be particularly interested in seeing:

• How and why OOH has been consistently employed.
• Evidence that this approach has delivered outstanding results for the brand.

This category recognises effective local campaigns delivered by or on behalf of local advertisers. The award is open to all businesses and organisations that are based in the same community, town or city as the OOH campaign itself.

The judges will be particularly interested in seeing:

• How the campaign reached and resonated with local target audiences.
• Strong results linked to the campaign objectives.

• How and why Out of Home was used, how it was different to previous media strategy
• How this new approach delivered positive results.

This year’s award celebrates the contribution of Jason Jarvis (JJ). A much-loved colleague who passionately campaigned to amplify voices from marginalised communities.

This purpose orientated award recognises national OOH campaigns or initiatives that are centred around driving positive societal, behavioural or environmental change. This can be a paid-for or pro-bono activity from brands, agencies, charities or government.

The judges will be particularly interested in seeing:

• The thinking, activities and genuine commitments that add authentic context.
• Evidence that the campaign or initiative delivered national awareness and impact.

This purpose orientated award recognises local OOH campaigns or initiatives that are centred around driving positive change in the community. This can be a paid-for or pro-bono activity from advertisers, agencies, charities, schools, colleges or councils.

The judges will be particularly interested in seeing:

• The thinking, activities and genuine commitments that add authentic context.
• Evidence that the campaign or initiative delivered local awareness and impact.