From 5 January, Bauer Media Outdoor launches NextGen Live, its new indoor network across 11 campuses of Thomas More University of Applied Sciences, located in seven cities in the Antwerp province. Designed to provide advertisers with direct, high-quality access to Gen Z, this new solution targets one of the most strategic audiences, often difficult to reach through traditional media channels.

A premium DOOH offering at the heart of university life

NexGen Live is built on a network of 21 indoor digital screens installed across 11 Thomas More campuses, affiliated with KU Leuven, in seven cities throughout the Antwerp province. The network reaches an audience of more than 23, 000 students, enrolled in 61 academic programmes, right at the heart of their daily campus journeys.

By positioning brands within a premium, high-attention environment, NextGen Live enables advertisers to engage university Gen Z audiences away from the saturation of traditional digital media. This approach is particularly relevant given that 66% of Gen Z report a positive perception of DOOH [1] , reinforcing digital out-of-home as a preferred and impactful touchpoint for this generation.

Campaigns can be activated flexibly via Adshel Mix modules, with targeting options by campus or though the People & Places offering, integrated into the Gen Z persona. This allows advertisers to precisely meet their objectives in terms of reach, frequency and contextual relevance. With delivery aligned to campus opening hours and peak student presence, NextGen Live maximises message impact and generates high-value contacts with a strategically important audience that remains difficult to reach through conventional media.

NextGen Live: a strategic positioning

« NextGen Live responds to a clear market demand: enabling brands to connect with Gen Z in environments where they are both present and receptive. This solution allows advertisers to integrate naturally into students’ daily lives while ensuring a high-quality level of contact. It reflects our ambition to deliver high-value DOOH solutions for brands”, says Baudouin van de Berg, Sales Director, Bauer Media Outdoor Belgium.

With NextGen Live, Bauer Media Outdoor reaffirms its commitment to accelerating its digital transformation and delivering (D)OOH solutions that align with advertisers’ expectations and the evolving media behaviours of tomorrow’s audiences.

‍

[1] BMO x Kantar Pulse survey, 1350 respondents 18+ | Target 18 -24

‍