In announcing their 2025 report on the energy industry, S&P Global’s headline read, “Global Energy Industry at a Crossroads of Challenges and Opportunities.” The report detailed its findings around energy transition, technology and market shifts, slower energy demand growth, and integrating AI into operations.
As the global energy industry navigates today’s challenges and opportunities, strategic media plans can help power success, building trust, awareness and showcasing clean energy initiatives.
Here are a few ways in which global energy companies are leveraging media:
Building Trust: Energy companies can leverage integrated media plans to share campaign messages designed to build public trust. For example, the UK’s National Grid leverages “communications across strategy, creative, social, PR and influencer marketing…” focused on “strengthening trust, addressing local concerns and fostering a shared sense of national progress around energy infrastructure,” efforts which are reported to be building on the success of last year’s ‘The Great Grid Upgrade’ campaign. In addition, this spring, the UK’s British Gas debuted a new brand platform, "Taking care of things," focused on how British Gas gives customers peace of mind, with a media campaign that included OOH, print, radio, cinema, digital, social and more.
Increasing Brand Awareness: For the UK’s Octopus Energy, which launched in 2016, “The first challenge was getting Octopus Energy in front of potential customers,” and the company turned to Google to help build brand awareness. Google reported results for the campaign, which included Search, Display Ads and YouTube, that saw brand consideration lift by 3.5%, brand awareness rise by almost 5% and brand capability increasing by 9.7%.
Showcasing Clean Energy: To highlight its mission to transform the Big Apple to green energy by 2040, New York’s Consolidated Edison (ConEd) last year debuted its “Where Clean Energy Lives,” campaign, which spanned video, broadcast, TV commercials, print, digital out-of-home and transit messaging. Reported results indicated the campaign generated “a significant shift in public perception,” with a 20% increase in the view that “ConEd is leading New York’s clean energy transition” and an 18% increase in the perception that ConEd is a “forward-thinking company” committed to making renewable energy available to its customers.
Mediaspace Can Help Year-Round – and When It Matters Most
As the above examples illustrate, during a time of challenge and opportunity for energy companies, integrated media campaigns can have powerful results.
Mediaspace offers deep expertise in delivering high-performing media strategies for the energy sector. From print and digital to expertise in OOH, radio and more, Mediaspace has the expertise to develop, negotiate and execute media strategies for energy companies to connect with new and existing customers in a complex and evolving industry.
What’s more, Mediaspace has the capabilities to deliver results for energy companies when it matters most, such as during weather events and storms.
For example, one major energy company needed to reach customers with important messages before, during and after a storm. Mediaspace’s research team identified top newspapers, trade publications and websites with the greatest reach; used a combination of audience, zip-code and geo-targeting tactics to efficiently and effectively reach key demographics; and implemented high impact and weather-triggered messaging for the greatest impact and relevancy. The results far exceeded benchmarks, making a difference for the company and its customers.
