Broadcast audiences targetable in real-time

i-media combines three data sources: ANPR vehicle recognition across 132 motorway service area sites, Starcount open banking spend data at postcode sector level, and mobile location data. Together these produce a deterministic audience view spanning residential catchment, demographic profile, purchasing behaviour, and travel patterns.

Deterministic data is built from known, verified behaviour, not statistical inference. i-media's audience profiles are matched to real spend behaviour and confirmed vehicle records, meaning the audience an advertiser buys is the audience they actually reach, not an estimated approximation built from survey panels or modelled reach.

Yes. We can build a bespoke audience against any brief using over 3,000 behaviours and demographics. Pre-built Starcount Mindset segments and proprietary i-media segments are also available for immediate activation, covering financial behaviour, lifestyle, vehicle usage, and mobility. No bespoke build required.

Because ANPR captures every vehicle entering our locations, we hold a census of audience exposure, not a sample. This enables precise pre-campaign planning, real-time in-flight optimisation, and post-campaign proof of impact against verified exposure data rather than estimated reach.

Up to 8.1 million people visit a UK motorway service area every week. i-media's 1,000+ full-motion digital screens across 133 MSA sites give advertisers broadcast-scale reach with the precision of digital audience targeting, nationally, in real time.

i-media establishes a baseline index for each audience segment across the network. When a site over-indexes, meaning the target audience is present above the baseline, the relevant creative is triggered. Each ad plays for 10 seconds in a 1-in-6 share of voice rotation.