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Active Social OOH

Advertising where people choose to belong.

Active Social OOH is Grassroot Media’s approach to putting brands inside grassroots sports club environments where sport, social life and community overlap.

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What it means

A different way to think about outdoor advertising.

Active Social OOH is not a new screen format. It is a planning approach built around the environments where people choose to play, spend time and connect with each other.

Grassroots sports clubs are more than sporting venues. They are places where players arrive early, teams change, members meet, families visit, volunteers organise, people watch sport and the social side of the club continues long after the final whistle.

That gives a relevant campaign something more useful than a passing glance: a familiar setting, time to be noticed and a reason to feel that the message belongs there.

Two different planning jobs

Broadcast OOH and Active Social OOH do different things.

Both can be valuable. The distinction is not about one replacing the other. It is about choosing the kind of attention that best fits the objective.

Broadcast OOH

Reach people in passing.

Roadside, transport, retail and high footfall environments are designed to create broad visibility at pace.

  • Reach and frequency across a moving audience
  • Useful for scale, salience and public visibility
  • Messages seen while people travel through the environment

Active Social OOH

Reach people where they spend time together.

Clubhouses, bars, changing rooms and shared social spaces create a deeper context for relevant campaigns.

  • High dwell in a chosen social environment
  • Repeat exposure among returning club members
  • More opportunity for a message to be processed and discussed

Not just sports fans

Sports people are participants in a wider club life.

The audience is made up of people who play, coach, volunteer, organise, watch and socialise. Sport is not simply content they consume. It is a routine, identity and social connection they actively choose.

That matters when a brand needs more than generic interest in sport. It creates an opportunity to talk to active social groups in an environment that is already meaningful to them.

PlayPlayers, teams and regular participants.
LeadCoaches, captains, volunteers and committee members.
WatchSupporters, parents, families and wider club followers.
SocialiseMembers spending time in the bar, clubhouse and social spaces.

Why the environment changes the message

4 conditions that give an idea room to work.

These are the qualities a campaign can use when it appears in a club environment rather than simply near an audience.

01

High context

The sport, club culture and shared setting make it clearer why the brand is present.

02

High dwell

People have time to notice a message before, during and after sport rather than only in transit.

03

Repeat exposure

Members return regularly, giving posters and screens more than 1 opportunity to be seen.

04

Social conversation

Relevant brands, entertainment and offers can become part of the talk already happening in the room.

What this means for a campaign plan

Start with the real club moment, then choose the media.

Choose the sport, audience and social setting first. Then use posters, screens and club amplification in the way that best serves the message, timing and desired outcome.

See posters, screens and activation
01

Define the active social group

Who needs to see the campaign, and which club environment is most relevant to them?

02

Choose the right context

Pick the sport, place and timing that make the message feel naturally at home.

03

Build for the setting

Use creative that can be understood easily and supports the way the audience uses the space.

04

Measure what matters

Consider recall, relevance, viewing intent, club feedback and the next useful action.

The Active Social OOH approach

Give the idea somewhere meaningful to live.

Talk to Mat about using the right sports, environments, formats and campaign timing to reach active social people inside grassroots clubs.

Talk to Mat