News

Limited Space, leading UK destination media specialist, has announced a new partnership with Data Jam, an innovator in real-time audience measurement, to revolutionise how Out-Of-Home (OOH) advertising impressions are tracked and analysed across UK shopping centres and retail environments.

This collaboration makes Limited Space the first UK retail and leisure media owner to roll out Data Jam’s state-of-the-art 'Jam Boxes' across its extensive Digital Out-Of-Home (DOOH) inventory. An advanced, GDPR-compliant device that is installed directly onto OOH units, the ‘Jam Box’ is designed to provide real-time, highly accurate impression data measurement without the use of cameras or intrusive models, allowing advertisers to track audience movement with unprecedented precision.

As the retail sector continues to embrace DOOH advertising, data accuracy and audience insights have become key factors in delivering impactful, measurable campaigns. The Jam Boxes have already been integrated in an initial installation phase across 19 prime shopping centre locations within Limited Space’s digital network (including large format landscape screens and portrait D6s). Plans are now in place to increase this number throughout 2025.

By leveraging this new technology, brands advertising in shopping centres will have access to real-time data, enabling them to refine campaign strategies, enhance targeting and maximise engagement within some of the UK’s busiest retail environments.

Nick Bedford, Co-Managing Director at Limited Space, highlighted the innovation behind this partnership: “We’re incredibly excited to be integrating Data Jam’s technology into our digital inventory. This cutting-edge platform allows us to deliver up-to-the-minute insights into audience behaviour, format performance and retail trends across our locations. As we continue evolving our digital expansion strategy, this partnership is serving to further strengthen our proposition as leaders in the retail and destination media space as well as being a key driver that bolsters our data and insights-led approach in 2025 and beyond.”

Alex Constantinou, Head Technician at Data Jam added: “At Data Jam, our mission is to bring full transparency and accuracy to audience measurement in Out-of-Home advertising. Partnering with Limited Space is an exciting step as we expand into retail - one of the most data-rich sectors in OOH. With real-time impression data at their fingertips, Limited Space can help advertisers make smarter, more strategic decisions, optimising their campaigns with confidence in a rapidly evolving landscape. It’s time to get real, meaningful, and actionable data in real time.”

With the rise of programmatic DOOH and data-driven advertising, this partnership between Limited Space and Data Jam represents a significant leap forward for the UK retail media industry. By combining Limited Space’s premium digital inventory with Data Jam’s cutting-edge measurement technology, advertisers will gain deeper insights, improve campaign performance, and drive greater ROI from their shopping centre advertising investments.