Birmingham

No, it closes a coverage gap. In-city formats reach audiences within the city but go dark the moment someone drives out. i-media picks up exactly where those formats lose the audience, extending real coverage of a full week rather than competing for the same in-city moments.

i-media's visitor data reflects real weekly and daily visitation patterns captured via ANPR, not projected estimates. Planners can forecast delivery volumes against known peak weeks and peak days. A 6-screen campaign against the Greater London catchment alone delivers over 1.7 million plays in a single week.

Geographic targeting is available across all major UK metro areas including London, Manchester, Liverpool, Leeds, Glasgow, and Birmingham, each mappable to specific sites and forecastable delivery volumes. London has the highest network match rate at 56% of all registered vehicles.

Geographical audience targeting uses ANPR vehicle data matched to DVLA residential records to identify where drivers visiting an i-media site actually live. Advertisers can reach a defined regional audience while they're away from home, on the motorway network, without paying in-city media premiums.

Audiences travel for work, leisure, and family. A plan built only around where they live misses every moment they're elsewhere. i-media's motorway network reaches the same valuable audiences in a far less contested environment, typically at a fraction of the cost of equivalent in-city premium formats.