Reimagining TV Out of Home: Richard Hicks of C-Screens on The Six Sells Podcast
In this episode of The Six Sells Podcast, host Mike Nicholson, CEO at Six Sells, sits down with Richard Hicks, Chief Operating Officer at C-Screens, for an insightful conversation on the evolving world of TV out of home advertising. From the company’s origin story to exclusive content partnerships and innovative ad formats, the discussion offers a comprehensive look at how C-Screens is bridging the gap between traditional TV and out-of-home media.
The Founding Vision of C-Screens
C-Screens was founded with a clear mission: to bring the power of television to public spaces, connecting brands with audiences via TV out of home (TVOOH). Hicks shares how the company identified an opportunity to extend the reach of linear TV and connected TV (CTV) by delivering premium content in high-footfall environments. The goal is simple but ambitious—to create a seamless media experience that captures attention outside the home, wherever people gather.
What Is TV Out of Home?
One of the key takeaways from the podcast is a deeper understanding of TV out of home, a fast-emerging media channel that sits at the intersection of linear TV, digital out-of-home (DOOH), and connected TV. TVOOH allows brands to reach consumers in real-world locations—like gyms, bars, airports, and retail environments—with the same premium video content and measurement capabilities they expect from in-home viewing.
This hybrid approach not only extends the reach of traditional and CTV campaigns, but it also capitalises on real-world dwell time—when audiences are naturally more engaged and less distracted.
The Power of Dwell Time and Audience Engagement
Dwell time plays a pivotal role in C-Screens’ proposition. Hicks explains how consumers in out-of-home settings, such as those watching content in waiting rooms or fitness centres, often spend longer periods focused on the screen compared to their in-home counterparts. This presents a unique opportunity for advertisers to engage audiences in high-attention environments, increasing both brand recall and sales conversion.
Solving Key CTV Challenges
CTV has opened up exciting opportunities for marketers, but it also comes with challenges—including frequency capping, buffering issues, and a lack of transparency. Hicks outlines how C-Screens addresses these issues by offering controlled, high-quality environments and deploying technology to manage ad frequency and ensure content plays smoothly. By delivering ads on large-format screens with stable connections, C-Screens eliminates the typical friction found in many CTV campaigns.
Exclusive Content Partnerships
A major strength of C-Screens lies in its premium content offering. The company has secured exclusive partnerships with leading content providers, including Sky, TikTok, and various live sports rights holders. These partnerships allow C-Screens to deliver compelling, brand-safe content in real-time, which boosts audience engagement and enhances the value of the ad inventory.
Real-World Case Studies: Proving the Impact
The podcast highlights several compelling case studies that demonstrate the tangible results of C-Screens campaigns. For example, brands like Innocent Smoothies and Robinsons have seen measurable uplifts in both brand engagement and product sales following campaigns run across the TVOOH network. These examples show that when executed well, TV out of home advertising delivers a strong return on investment.
Emerging Ad Formats and Creative Innovation
Innovation is at the heart of the C-Screens approach. Hicks shares how the company is pioneering new ad formats, such as:
QR code activations, allowing consumers to engage instantly with a brand via their smartphones
Interactive skins, which provide immersive visual experiences
Contextual creative, which tailors messages based on location, time of day, or content type
These formats help brands test, learn, and optimise creative performance in ways that were previously not possible in traditional TV environments.
Measuring Advertising Impact
C-Screens sets itself apart by offering robust measurement solutions. Through the use of MAC address technology and third-party RS&A audits, the company provides advertisers with detailed insights into campaign performance. This includes impression verification, location-specific data, and audience reach metrics—bringing TV-style measurement to out-of-home media.
The Programmatic Future of TV
As media buying continues to evolve, Hicks discusses the industry-wide shift from manual, channel-specific buying to programmatic TV and CTV integration. He notes that advanced audience planning teams (AV teams) are now playing a more central role in creating unified strategies across TV, CTV, and out-of-home. This convergence is creating new efficiencies and enabling smarter, more targeted media plans.
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