2026 heralds a significantly increased D6 mall network for Boomerang Media
Boomerang Media has added 11 new UK shopping malls to its network in late 2026. We now work with 86 malls featuring 322 D6 panels. This represents the UK’s most widespread mall opportunity and materially increases coverage of consumers in a retail-mindset for both national and local advertisers.
Significantly, our mall network footprint covers more than two-thirds of England’s counties and one third of Scotland’s, achieving two-week audience impacts of more than 24m.
Why this matters for brand media investment
This expansion delivers deeper regional coverage across the South East, London, the Midlands, and the North, giving brands greater flexibility to plan campaigns at both a local and national level. Our extended network unlocks stronger short-term reach for advertisers looking to run high-impact bursts alongside other OOH or social media, and for brands running long-term holds at a national or local level, the additional D6 screens help to extend and maintain consistently widespread brand visibility.
Location-specific DOOH and social: a powerful combination
Many brands (at a local and national level) are harnessing the power of DOOH and social as an effective way to engage audiences in specific retail environments.
In July 2025, WPP Media research concluded that UK campaigns that align DOOH with paid social activity have the potential to deliver uplifts of around 30–40% in ad recall, with geo-aligned social reinforcing messages seen on screens at the point of visit. This combination has also driven double-digit increases in store visitation, as mobile exposure is reinforced in high-footfall, high-dwell spaces such as shopping malls.
Continued growth in Boomerang’s mall network allows brands following that strategy to further benefit from this compounding effect – pairing trusted, high-attention DOOH with targeted social media to drive stronger awareness, consideration and real-world action.
Influencing Consumer Decisions
Whether paired with other media or not, DOOH advertising placed close to retail influences buying decisions by reaching UK shoppers at moments when they are already primed to purchase. With most retail spending in the UK still taking place in physical locations, DOOH in shopping centres and near store entrances reinforces brand messages at the point of consideration, helping prompt impulse purchases and guide brand choice. UK footfall and dwell-time data show shoppers spend longer on-site during key trading periods, creating high-attention environments where DOOH is more likely to be noticed, recalled, and acted upon.
Boomerang Media Malls – New for 2026
Templars Square (Oxford), The Howard Centre (Welwyn), Hempstead Valley (Kent), Prospect (Hull), Burns Mall (Kilmarnock), Market Gates (Great Yarmouth), Royal Priors (Leamington Spa), Brightwell’s (Farnham), Freshney Place (Grimsby), Edmonton Green (London), High Chelmer (Chelmsford).
Article by Josh Bingham
