Global has delivered the first-ever campaign in Northern Ireland using its innovative DAX Align solution, in collaboration with Genesis Advertising and PML Group.
Running across selected geographical areas in November 2025, the campaign marks the first time DAX Align has been activated in Northern Ireland. The digital-first, omni-channel solution combines geo-fenced outdoor advertising sites with digital audio ads to increase the likelihood of audiences both seeing and hearing a brand’s message within the same geographical area and timeframe.
By merging the precision of DAX Audio – Global’s pioneering digital audio advertising exchange – with outdoor advertising, DAX Align enables advertisers to deliver more integrated and accountable campaigns that drive stronger recall, consideration, and intent.
Smart planning and precision targeting
The campaign featured a network of Global 6 Sheet outdoor poster sites selected by PML Group using their Locomizer planning tool, which identifies the areas indexing highest against the target audience. Locomizer uses aggregated mobile audience data to create heat maps of target audiences, ensuring outdoor placements deliver maximum relevance and accountability.
Each outdoor site location was provided to DAX as a list of latitude and longitude coordinates, allowing DAX Audio to establish precise geo-fences around those areas. This enabled coordinated delivery of digital audio ads to audiences within proximity of the outdoor sites, reinforcing campaign messages through both sight and sound.
A fully accountable omni-channel activation
As part of DAX’s post-campaign reporting, Global will provide detailed impression data including devices used to hear the digital audio ads, geographical locations where the ads were heard (correlating closely with the outdoor poster locations), and time-of-day impression data aligning with expected out-of-home audience movement patterns.
This level of data insight ensures full accountability and transparency for campaign partners and demonstrates how DAX Align can deliver measurable results for clients.
“This campaign is a fantastic example of how data-driven planning can elevate local marketing activity. By pairing targeted outdoor media with digital audio through DAX Align, we’re able to deliver an impactful, location-based message that speaks directly to the target audience in Northern Ireland. It’s a great collaboration between agency, media partners, and client to bring innovation to life.”
Madeleine Knowles, Media Manager, Genesis Advertising.
“Locomizer gives us the ability to pinpoint where our target audience is most active, ensuring the message reaches the right people in the right places. Combining that with DAX Align takes outdoor accountability to the next level, showing just how powerful it can be when used alongside other media.”
Clare Ferris, Senior Client Manager, PML Group.
“We’re delighted to bring DAX Align to Northern Ireland for the very first time. This campaign shows what’s possible when digital innovation meets smart local planning. By aligning audio and outdoor within precise geographical zones, we can give brands an even more powerful way to connect with their audiences — and prove it with measurable results.”
Rebecca Rodgers, Head of Agency Specialist Sales, Global Northern Ireland.
About DAX Align
DAX Align is Global’s cutting-edge, digital-first solution that seamlessly connects digital audio and outdoor campaigns through geo-targeting. Unlike traditional “radio sync” campaigns, which synchronise the timing of radio and outdoor ads, DAX Align synchronises audience location, enabling advertisers to reach audiences within defined geographical zones across both channels simultaneously.
