Reaching Consumers in Top Coworking Spaces
EMG gives advertisers access to high-dwell professional audiences across 639 screens and 139 WeWork locations
Encompass Media Group (EMG) is expanding its workplace DOOH offering, giving advertisers the opportunity to reach audiences inside WeWork locations through EMG’s growing portfolio of digital media partnerships.
Available for direct sale through EMG, the WeWork DOOH Network includes 639 screens across 139 locations, reaching approximately 2 million visitors annually. But the opportunity is about more than footprint. It is about where those screens live, who is spending time around them, and how often those audiences have the chance to see a brand’s message.
WeWork locations bring together entrepreneurs, executives, freelancers, startup teams, digital nomads, consultants, and other professionals throughout the workday. It is an audience that can be difficult to isolate through traditional OOH alone and one that spends significant time in the environment. Typical dwell time within these spaces ranges from three to nine hours.
That creates something advertisers are always looking for: time and repetition.
Rather than catching someone for a few seconds as they pass a screen, the network reaches people throughout the natural rhythm of their day. Screens are positioned in entrance areas, elevators, community spaces, kitchens and hallways, creating opportunities for repeated exposure as members arrive, grab coffee, move between meetings, break for lunch and head home.
For brands, that opens up a different way to think about workplace media.
A campaign can greet members during the morning arrival, reach them again during a mid-morning break, shift messaging around lunchtime, and appear again later in the afternoon. Creative can also be adapted by location, time of day and context, allowing advertisers to make the environment part of the message rather than treating every screen the same.
That flexibility makes the network relevant across a wide range of advertiser categories. Financial services, technology, travel, business services and consumer brands can reach professionals during a part of the day when they are already working, planning, purchasing and making decisions.
The audience itself is a major part of the appeal. Coworking environments naturally attract professionals with purchasing power, with the network’s audience profile showing an average household income of $121,000 and an average age of 39. Audience groups span corporate professionals and executives to entrepreneurs, academics, freelancers, and remote workers.
There is also evidence that the environment gets attention.
A Lumen study featured in EMG’s network research found that the screens generated 128% more attention than the Lumen 2m² DOOH standard during a Lenovo campaign. For a medium increasingly focused on proving not only that an impression was delivered, but that somebody actually noticed it, that distinction matters.
The network is also designed to work alongside broader media plans. Advertisers can use data-driven targeting and campaign controls while measuring outcomes including attention, recall, sales, and footfall impact. Both static and video creative are supported, giving brands flexibility to build messaging around the environment and campaign objective.
For EMG, making the WeWork DOOH Network available to advertisers adds another highly contextual environment to its growing portfolio of place-based media.
For advertisers, it creates an opportunity to reach professionals not just on their commute or on the street outside the office, but inside the workday itself, in the spaces where they meet, build, create, and make decisions.
In a media landscape where attention can be one of the hardest things to buy, the value of OOH increasingly comes down to more than simply reaching the right audience. It is about reaching them in the right environment, at a moment when they have the time and opportunity to actually notice the message.
Encompass Media Group is a partner with OOH Today
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