Insight & Intel
Insight & Intel: July 2026
Online dating insights reveals trust and safety are key
Our latest work.shop.play. audience insight survey explored attitudes towards online dating among Northern Ireland consumers. Three in ten (30%) say they use or have used online dating apps, while a further 11% haven’t yet but would consider doing so in future. Trust is a major driver of engagement, with 46% saying strong safety and profile verification measures are the biggest influence when choosing a platform, followed by 42% who value a large number of genuine, active users. Fake profiles, scams, and concerns around privacy and data security remain the biggest barriers to adoption among audiences today. Encouragingly, 23% say they would be likely to use a dating app in future if circumstances changed. For more information, or to receive a full copy of the insights, contact your Global Account Manager.
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Pulsehub D6 helps MAC align DOOH with TikTok Shop Live
MAC Cosmetics recently used Belfast’s Pulsehub D6 network to align with its TikTok Shop Live activity from 4th – 8th June, demonstrating the value of flexible digital out-of–home planning. By activating on selected days, the campaign showed how Pulsehub D6 can help brands align messaging with key trading moments and extend live digital activity into the physical world. As more consumer journeys move fluidly between social discovery, ecommerce and in-store retail, agile formats like Pulsehub D6 allow advertisers to respond with greater relevance. This campaign is a great example of how brands can use DOOH to support broader omnichannel strategies and connect with audiences in moments that matter most.
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New interactive map showcases NI outdoor opportunities
Our new website outdoor advertising map makes it easier than ever for advertisers to explore Global’s locations across Northern Ireland. From billboards and bus advertising to 6 sheets and digital screens, the interactive tool helps users discover opportunities in their local area quickly and easily. Advertisers can filter by roadside or retail formats, browse specific outdoor products, or search by town and city to find the right fit for their campaign. The map also allows users to view bus routes and photographs of individual sites before buying, helping bring each opportunity to life. Each format links to a dedicated page with more information on the product and its benefits. Discover how outdoor can work for your brand by exploring the map today by clicking here.
Explore the map here
T-Side+ is perfect sidekick to Barista Bar bus campaign
Barista Bar takes to the streets with a new bus T-Side campaign, using bold creative to position its drinks as the perfect driving companion. Alongside standard T-Sides, the campaign also features T-Side+ on Translink’s high-frequency Metro services, adding extra standout through vinyl extensions that take the creative beyond the traditional advertising frame. With the strapline “Slow-lane Sidekick”, the creative is designed to connect with motorists and passengers alike, while T-Side+ helps deliver even greater impact. It is a strong example of how advertisers can achieve brand fame beyond the frame, using clever product extensions to elevate a campaign and bring creative to life in a more eye-catching and memorable way.
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Global Mall D6 partner teases Wingstop arrival
Wingstop’s rapid rise in Northern Ireland looks set to continue with Rushmere Shopping Centre in Craigavon teasing the brand’s arrival on Instagram. Following high-profile openings on Boucher Road in March and Dundonald in May, the viral chicken chain is building real momentum, with Belfast City Centre also in its sights. For brands at Rushmere, it’s another sign of the centre’s growing pulling power, alongside incoming names including Dunelm and Sports Direct. As a Global partner, Rushmere offers advertisers the chance to tap into this increased footfall and shopper excitement through our Mall D6 advertising screens. For more information on digital advertising at Rushmere, contact your Global NI Account Manager.
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Festivals & flagship events, this summer is driven by bus!
Summer is made for bus. When the days get longer, people spend more time out shopping, socialising, travelling and heading to the season’s biggest events. That means bigger audiences, more movement and more opportunities for brands to be seen. While other channels can lose attention in the summer months, bus keeps your brand out in the real world. Bus advertising delivers standout visibility across key routes, towns and city centres, helping brands stay relevant during the moments that matter most. From everyday journeys to major cultural occasions, bus puts your message into the heart of summer life. View our new microsite and explore how your brand can get on board.
explore the microsite
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