(Image: Canva)

I spotted an article in The Media Leader newsletter this morning – it looks like i-media and Sky Sports are teaming up to bring Gillette Labs Soccer Saturday to motorway service-station screens nationwide this Premier League season.

It’s a clever move: catching fans on the move, in communal spaces, and in real time. And when people are waiting for the scores, their attention is locked in – making these placements far more valuable, because they’ve already earned that attention.

As planners, we talk a lot about “meeting audiences where they are.”

Sometimes, that’s quite literally at the M6 services.

Credit: Jonny Owen, Media Account Manager