2025 Wrapped at Limited Space
As the page turns on 2025, it’s clear this has been a year of remarkable transformation and growth for Limited Space. Marked by a renewed sense of vision and direction, we started the year with a purpose: to elevate our status across multiple levels, including brand, data and networks.
Expanding our networks
2025 has been a year of growth for our networks, having recently just announced a selection of new sites that are live now for advertisers to take advantage of, having added key locations to both our national digital Out-Of-Home (DOOH) and ownership OOH portfolios, including:
We launched a new large-format landscape Orbit screen and portrait D6 screens at The Dolphin Centre - our home base location - securing high visibility in a centre that draws over 30,000 visitors daily (more than 10 million annually) - read more here
Further D6 screens were installed at Jackson Square, opening up access to the affluent and professional audience in that market - read more here
Additional new D6 installations extended to Beacon Centre (as part of our growing network under the 2025 expansion programme)
New high-impact banners were added to Manchester Arndale, further expanding the reach of our physical advertising footprint in urban centres - read more here
We also updated systems across our Samsung-Tizen network - a technical refresh that improved our programmatic output and ensured higher performance and reliability across the board.
And we’re not finished yet! With a host of updates still to come at the start of next year, we’re excited to share more about the development of our expanded network’s reach and enhanced quality of engagement opportunities for our clients in 2026.
Strategic Partnerships & Announcements
2025 was also a year of important collaborations and expanded ambitions.
Partnership with Data Jam
At the start of the year, we announced a new partnership with Data Jam, an innovator in real-time audience measurement, to revolutionise how Out-Of-Home (OOH) advertising impressions are tracked and analysed across UK shopping centres and retail environments.
This collaboration saw us roll out Data Jam’s state-of-the-art 'Jam Boxes' across our extensive Digital Out-Of-Home (DOOH) inventory. An advanced, GDPR-compliant device that is installed directly onto OOH units, the ‘Jam Box’ is designed to provide real-time, highly accurate impression data measurement without the use of cameras or intrusive models, allowing advertisers to track audience movement with unprecedented precision.
L&G Appoint Limited Space as Media Partner for DOOH Expansion
The partnership with Legal & General (L&G) was another headline milestone in 2025: L&G appointed us as media partner for a substantial DOOH media expansion across its retail and leisure portfolio, installing 107 new D6 screens across 50 UK schemes (including our own Dolphin Centre, Jackson Square, Beacon Centre, and more) - with the first phase live from Q1 2025.
Smiley Charity Film Awards Sponsorship
On the cultural and creative front, we sponsored the Smiley Charity Film Awards - underlining our commitment to supporting broader storytelling, creativity, and community engagement through digital media.
Research & Audience Insight
Growth is only part of the story. This year we also doubled down on research and data to better understand audiences - when they engage, what drives them, and how to optimise campaigns accordingly.
Time To Get Real-Time
With the real-time reporting, we also gained valuable insight into behavioural patterns: daily impressions of nearly 7 million across our network, a typical screen frequency of ~4 per day, and distinct peaks around key seasonal events (holidays, gift-giving times, Black Friday).
Additionally, we have identified the growing importance of the night-time economy: malls are increasingly active after 6 pm - 15% of weekly screen impressions come from that period, rising to 24% Thursday–Saturday and up to 36% on Fridays.
The Attention Space: A Second Look
Building on our original Attention Space eye-tracking research, undertake in 2024, we returned to the research to take a deeper dive into how these dynamics have evolved. This second look allowed us to explore fresh perspectives, test new variables, and uncover additional findings that add further depth to our understanding of how advertising performs in the retail and leisure space, including:
The Power Of Audio - Audio is an amplifier for target audience and the message
Audience Breakdowns - Quantifying results against some basic demographic and Gen categories
The Mall Environment - Malls are seen as premium locations by all audience groups, a place to drive spending, and a destination location for leisure activities
The Summer Space
We took a deep dive into why malls are becoming The Summer Space, looking at how malls have evolved into vibrant hubs of social activity, leisure, and cultural engagement during the summer months. This included the likes of:
The Summer Effect: Mood, Mindset, and Money
Self-Care Summer
The Rise of the Night-Time Economy
Summer Entertainment: Sport, Festivals, and Films
Back to School: A Seasonal Retail Priority
Sector Insights
As consumer behaviour continues to evolve, shopping centres remain a powerful hub for brand engagement. That’s why we’re constantly monitoring our space and how audiences interact with certain sectors and industries. We’ve recently taken an in-depth look at some key areas, including:
Why Malls Make Fashion Sense
In the fashion sector, our analysis reveals that mall-goers are significantly more fashion-oriented than average. They are 32% more likely to buy from high-street retailers such as H&M, Zara or Primark; 38% more likely to spend £150+ per shopping trip; and some are even 50% more likely to invest more than £3,000 per month on fashion.
Fashion purchases are driven by both seasonal need and lifestyle: travel, social events, formal wear, activewear, and even festival/outdoor lifestyle trends all feed into mall footfall and spending.
This indicates that malls remain more than retail centres - they are cultural hubs that respond to lifestyle, fashion trends, and varied consumer needs.
Healthy Results - Malls and Pharma brands
Three in four mallgoers (74%) purchase pharmaceutical or pharmacy-related products for themselves, underscoring the mall as a critical environment for reaching health-conscious consumers.
Mallgoers also tend to spend more - they are +22% more likely to spend £25+ per month on cold and flu products, +20% more likely to do so on pain relief, and +8% more likely on vitamins and supplements than the national average.
This higher spend demonstrates not only their purchasing power but also their willingness to invest in their well-being.
Deep Dives
As much as expansion and data are central to our story, 2025 was also defined by creativity and pushing the boundaries of traditional OOH.
Screenplay: The script for better digital interactions
As the DOOH (Digital Out-of-Home) landscape evolves, the potential for interactive campaigns has surged, enabling advertisers to captivate audiences in increasingly dynamic and memorable ways. Interactive DOOH offers a unique opportunity to engage, entertain, and inspire action from audiences on the go. Here, we outline what makes interactive DOOH campaigns truly effective, engaging and memorable:
Clear Calls-to-Action (CTAs): Paving the Path to Engagement
Simple but Effective Instructions: Removing Barriers
Incentives for Audiences: Driving Participation
Brand Ambassadors: Catalysts for Engagement
Leveraging Advanced Interactivity: Touch, Gesture, Motion, and Mobile
Audio: Creating Deeper Connections
Extending Awareness with Additional Shopping Centre Advertising
Anatomy of a special build
Every form of out-of-home (OOH) advertising brings its own strengths - from the wide-reaching coverage of multi-site campaigns, the dynamic motion and audio of our Orbit digital screens, to the commanding presence of large-format posters. At Limited Space, we’ve harnessed all of these tools to continually deliver powerful campaigns across UK shopping centres for more than 20 years. But there are some briefs that sometimes call for something a little more, well…special.
Special builds are an ideal way to build on the impact delivered by traditional OOH formats and bring a new dimension to a campaign. Creating something uniquely tangible, special builds bring brands into the real world, helping to blur the lines of reality between an advertising site and the environment surrounding consumers.
Whether it’s through 3D structures, sensory elements, or creative textures, special builds offer a new dimension in shopper engagement. Eye-catching, immersive, and iconic, they’re becoming an increasingly.
Staff Updates
Behind the scenes of network roll-out and partnerships, our team evolved too:
We welcomed new team members in Carly Barrett and Rosie Axford - bringing fresh energy and skills to our Sales and Operations departments.
Internal growth was also reflected in promotions: Brie Downey and Ryan Lyttle were promoted to Account Managers, recognising their contributions and strengthening our client service capabilities.
These people's milestones reinforce the human side of our growth - ensuring that as we scale up, we do so with strong, capable and committed teams.
Put together, the developments of 2025 mark a transition for us - from being one among several DOOH providers, to becoming a data-driven, innovation-forward media partner for brands seeking more than just eyeballs.
2025 Campaign Highlights
In 2025, we took ambition to the next level. Our campaigns spanned high-impact OOH sites, attention-grabbing special builds and interactive experiences that invited audiences to engage in real time. Paired with hyper-targeted messaging and nationwide DOOH executions, we delivered work that was bigger, bolder and more immersive than ever before. This year, we didn’t just show up - we stood out. See our highlights below:
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.