London, UK: Ocean Outdoor and Creator by Infinitum, a division of Infinitum Group, have formed a new partnership that brings together the impact of premium digital out-of-home (DOOH) with online creator engagement to deliver integrated brand campaigns that reach combined audiences of millions.
Ocean Creator offers a market-first turnkey solution for brands, pairing premium DOOH locations with carefully selected creators to produce attention-grabbing content designed for social media that will drive engagement and ultimately business results for advertisers.
By uniting real-world presence and creator-led storytelling within a single product, brands benefit from a streamlined, consistent way to maximise creative impact and reach, utilising the strengths of both mediums to achieve better results.
The offering is informed by the findings of Ocean’s fifth independent Neuroscience research study, The Vital Ingredient, which demonstrates how DOOH primes social content and optimises social media spend.
The research shows that amplifying DOOH campaigns via social media provides a multiplier impact for brands vs standard paid-for social ads, leading to a 21% uplift in engagement and lean-in. When DOOH content is shared by a relevant influencer, brand lean-in increases by a further 35%.
DOOH’s inherent shareability applies to both international landmarks such as Piccadilly Lights and more targeted, local activations. Ocean locations are matched with a roster of creators aligned to individual briefs, enabling brands to select partners based on style, target audience and specialist focus.
Clients purchase a guaranteed audience delivered through a combination of DOOH footfall, organic social reach from creators, and targeted paid social aligned to their campaign objectives and audience segmentation.
Nick Shaw, Ocean UK CEO, said: “Having established the effectiveness of premium DOOH and its ability to prime social media performance, our partnership with Creator by Infinitum allows us to build on those insights. The result is a powerful ripple effect that unlocks broader audiences and better outcomes for brands.”
Dafs Rhys Woodward, founder of Creator by Infinitum, said: “Ocean Creator multiplies the impact of Out of Home campaigns by tapping into the reach and creativity of leading content creators. Bridging the gap between offline and online media maximises clients’ return on investment, delivering incremental reach with a single solution that guarantees delivery.”
Ocean Creator’s launch partner is Sky with a national campaign which breaks on 5th February ahead of the Winter Games Milano Cortina 2026, marking the broadcaster’s newly announced partnerships with Team GB and ParalympicsGB. The lead creators include the four times Team GB Winter Olympian Chemmy Alcott who is paired with creative production agency The Berry, producing thumb-stopping content to engage audiences.
Content will also appear nationally across more than 50 Ocean screens in 14 cities, with activations at Piccadilly Lights, Westfield Stratford City and Liverpool Media Wall.
Bhav Patel, director of media at Sky UK & Europe, said: “The launch of our partnership with Team GB and ParalympicsGB is a moment worth celebrating. Innovation sits at the heart of Sky, and we are delighted to be the launch partner for Ocean Creator. We have a long history of great work with Infinitum and Ocean, and the ability to grab the attention of the public through this blend of premium digital screens, amplified by leading content creators was too good to miss.”
About Ocean Outdoor
A partner company of Atairos, the independent strategic investment company, Ocean Outdoor is the leading operator of Digital Out of Home (DOOH) advertising across the UK, Northern and Continental Europe. The Group’s network of 4,000+ screens covers seven countries, with its technological capabilities delivering the most impactful and measurable DOOH brand and advertising experiences.
Ocean’s portfolio comprises of some of the most iconic locations, including Piccadilly Lights and BFI IMAX, and the company also works closely with high-profile landlords, including Landsec, Unibail-Rodamco-Westfield (URW), the BFI, Nuveen and the Canary Wharf Group, as well as major city councils on the development of its network.
To date the Group’s growth has been driven by tender wins and the rollout of new locations, as well acquisitions that complement the existing portfolio. Since 2018, Ocean has completed seven acquisitions which has enabled it to expand its UK footprint into the Netherlands and the Nordics. Ocean Germany launched in 2024.
About Creator by Infinitum
Creator by Infinitum is built for a new era of content consumption, where entertainment and advertising meet seamlessly and audiences choose creator-led content as their prime-time viewing. Evolving from Infinitum Entertainment’s proven model of funding productions through media investment, Creator responds to the shift towards Social TV, YouTube and long-form creator entertainment.
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