Abode Media, a digital out-of-home (DOOH) advertising network, has launched in the UK, focusing on residential areas populated by high-net-worth individuals across London’s most prestigious developments. The network, now operational with over 100 screens in upscale neighborhoods such as Battersea, Canary Wharf, Chelsea, Soho, and the Strand, targets residents with an average household income exceeding £121,000 (approx. $151,000). Abode plans to expand to 650 screens by year-end, up from its current footprint.
Key installations include Marconi House on the Strand and Embassy Gardens in Battersea. The company states its network connects premium brands with high-net-worth consumers at their most receptive moment, reaching 35,000 residents with a combined disposable income of over £1bn (approx. $1.25bn). Abode has secured exclusive, long-term partnerships with developers Ballymore, Galliard Homes, and Canary Wharf Group to install screens in shared residential spaces such as lobbies, lounges, and gyms.
Chaired by Brendon Cook, founder of Australian OOH firm oOh!media, Abode is led by CEO Craig Cohen and Managing Director Chris Earnshaw. Cohen co-founded Executive Channel International, acquired by oOh!media in 2016, while Earnshaw previously held roles at Primesight and Outdoor Plus. Earnshaw highlighted the network’s alignment with consumer behavior: “Britons spend 18.5 hours a day at home, and 88% of purchase decisions are made there. Abode offers brands unprecedented access to this engaged, high-net-worth audience.”
Fiat has partnered with Abode as its inaugural advertiser, using the network to promote its 500e Giorgio Armani Collector’s Edition during London Fashion Week (14–18 September). Sharon Pacitto, Head of Communications and Brand Experience at Fiat and Abarth, said: “We’re thrilled to unveil the new FIAT 500e Giorgio Armani Collector’s Edition through ABODE’s premium residential DOOH network. It’s the ideal way to reach a luxury-focused, urban audience – particularly during London Fashion Week, when style and innovation are top of mind. FIAT is always seeking fresh formats and environments to speak with discerning consumers. ABODE Media’s network ensures we deliver our message in a premium and contextually relevant environment.”
The UK luxury residential market is projected to attract £4bn (approx. $5bn) in annual investment, according to Abode. The company’s expansion aligns with broader OOH advertising trends favoring hyper-targeted, data-driven placements. By concentrating on neighborhoods with high disposable incomes, Abode aims to capitalize on extended home dwell times and consumer spending habits.
For more information on Abode Media, visit: https://www.abode-media.com/.
