Redbus launches new poster network aimed at ‘elusive’ teens

Redbus Media Group, the out-of-home media owner, has launched a new poster network across colleges and higher education institutions nationwide to target ‘elusive’ 16-19 year olds.

After first going live in January with a national recruitment campaign for the Royal Navy, the network aims to reach youth audiences through posters displayed in social spaces, such as canteens and common rooms.

According to Redbus, teenagers in the UK spend £5.7 billion every year; however remain “difficult and expensive” to reach.

The poster network – currently comprising of 100 digital and static poster units across more than 50 sites nationwide – aims to overcome these challenges by appealing to a “broad range of youth-focused brands” – including fashion, film and phone networks.

Redbus intends to convert the entire estate to digital over the next 12-18 months in a bid to complement the company’s existing digital poster network, Eighteen-24.

Chief executive, Stefan Borson, said: “We are extremely delighted to launch this new youth-focused poster network.

“Redbus has a track record of delivering highly targeted media for leading national brands, and we are looking forward to helping advertisers reach this elusive 16-19 year old audience cost effectively.”

The news comes after a new report from the Outdoor Media Centre shows that the OOH sector is experiencing sound growth, bolstered by strong digital investment.