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 encourages business engagement with a new government-backed initiative supporting innovation and growth among local enterprises.
A Northern Ireland first for DAX Align
This 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 areas indexing highest against the target audience of business professionals.
Each outdoor site location was provided to DAX as 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 near the outdoor sites, reinforcing campaign messages through both sight and sound.
A fully accountable omni-channel activation
Global’s post-campaign reporting will provide detailed impression data, including devices used to hear the audio ads, the locations where ads were heard, and time-of-day alignment with expected out-of-home audience movement patterns.
This ensures full accountability for campaign partners and demonstrates how DAX Align delivers measurable results.
Quotes
“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 business owners in Northern Ireland.”
— Madeleine Knowles, Media Manager, Genesis Advertising
“Locomizer gives us the ability to pinpoint where our target audience is most active. Combining that with DAX Align takes outdoor accountability to the next level, showing how powerful it can be alongside other media.”
— Clare Ferris, Senior Client Manager, PML Group Northern Ireland
“We’re delighted to bring DAX Align to Northern Ireland for the first time. By aligning audio and outdoor within precise zones, we can give brands a more powerful way to connect with audiences — and prove it with measurable results.”
— Rebecca Rodgers, Head of Agency Specialist Sales, Global Northern Ireland
About DAX Align
DAX Align connects digital audio and outdoor campaigns through geo-targeting. Unlike traditional “radio sync” campaigns, which synchronise timing, DAX Align synchronises audience location, enabling advertisers to reach audiences in defined geographical zones across both channels simultaneously.
About Global Northern Ireland
Global is one of Northern Ireland’s leading outdoor media companies, combining advertising across the Translink bus network, roadside posters, retail and digital advertising opportunities. Global also connects brands to audiences via audio through its exclusive digital audio portfolio, including commercial radio brands, music streaming platforms, podcasts, and mobile gaming.