Insight & Intel
Insight & Intel: May 2026
On-the-go choices shape fast food behaviour in NI
Our new Northern Ireland audience insight survey explored fast food behaviours, revealing a category driven by spontaneity and influence. 40% of respondents eat fast food weekly, with 72% doing so at least a few times a month. Decisions are often made in the moment, with 97% admitting to on-the-spot choices when out and about, including 15% who do so regularly. Discovery also plays a role, as 22% actively seek out new fast food outlets and 11% follow food review accounts on social media to stay updated on new openings and menu items. Outdoor advertising proves impactful, with 1in5 saying it sparks a craving, while others say it inspires meal ideas, keeps brands front of mind for later consideration or reminds them of a place nearby they could visit. For more information, or to receive a full copy of the insights, contact your Global Account Manager.
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New video showcases Pulsehub D6 in action in Belfast
Not everyone has had the chance to experience Global’s new Pulsehub D6 network in person, so our latest video brings it directly to you. Filmed across Belfast, it captures the energy of the city through real people, familiar places and everyday moments. From busy commuter routes to popular social spots, the video shows how Pulsehub D6 screens integrate seamlessly into high footfall environments, reaching audiences on the move. For brands, this means powerful visibility in locations that matter, delivering impact where it counts. Watch the video to see how Pulsehub D6 can place your campaigns at the heart of city life and unlock opportunities for smarter urban storytelling.
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Odyssey complex to rebrand as The O2 Belfast
Belfast’s iconic Odyssey complex is set for a major transformation following a new 10-year naming rights partnership with Virgin Media O2. From July 2026, the venue will be rebranded as The O2 Belfast, joining a network of 21 O2 venues across 14 UK cities. The 11,200-capacity arena, Northern Ireland’s largest indoor entertainment venue, will sit at the heart of the rebrand, alongside key attractions including W5 and Odyssey Place. The agreement also includes sponsorship of the Belfast Giants ice hockey team. This landmark partnership highlights continued investment in Northern Ireland’s live entertainment landscape, further strengthening Belfast’s position as a key destination for audiences and advertisers alike.
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Specsavers launches dynamic Pulsehub campaign
Specsavers has launched a dynamic Pulsehub D6 campaign, bringing data and creativity together to drive performance. Using Global’s Pulsehub D6 and Mall D6 networks, the campaign unlocked Specsavers’ first-party data to deliver real-time, location-specific messaging. Screens positioned near stores highlighted when same-day or next-day eye test appointments were available at the closest Specsavers, creating a timely and relevant prompt for audiences on the move. By aligning dynamic messaging with live availability, the campaign demonstrates the power of data-led DOOH to increase relevance and drive immediate action. This activation shows how Pulsehub D6 can deliver smarter, performance-led advertising outcomes.
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Global continues PANI support with new appointment
At the recent PANI 2026 Annual General Meeting in Belfast, Global’s Allan Halsall was elected to the PANI Council, reinforcing Global’s ongoing commitment to supporting and shaping the publicity industry across NI. Allan’s appointment ensures continued representation and advocacy at a key industry level. The meeting also marked the conclusion of Rebecca Rodgers’ tenure on Council. As Head of Agency and Specialist Sales at Global, Rebecca served for 8 years, including time as Chair, making a significant contribution to both PANI and the wider industry. Allan’s appointment reflects a strong future focus, while Rebecca’s dedication leaves a lasting legacy within Northern Ireland’s publicity landscape.
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Global fuels F1 podcast with 3D outdoor campaign
Global has launched a high-impact 3D anamorphic outdoor campaign for its Formula 1 podcast, Up To Speed, across major London digital sites including Outernet. The full-motion creative features an F1 car bursting from the screen, while bespoke creative on Global’s London Underground escalator screens shows a giant tyre cascading past commuters. Created by Global’s in-house creative, marketing and PR teams with agency Tommy, the campaign brings the podcast’s energy to life. Hosted by Jolie Sharpe, Will Buxton, Naomi Schiff and David Coulthard, Up To Speed delivers race reaction, insight and behind-the-scenes stories for fans. Produced by Global Studios, the podcast has now reached 1 million downloads.
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