Startups and scale-ups no longer need to sit on the sidelines of legacy media. Thanks to bold initiatives from major UK media owners, SMEs can tap into the power of TV, Out-of-Home (OOH), and Print to propel their growth without risking hefty budgets.

New-to-market brands often view traditional media (TV, OOH, Print) as playgrounds for deep-pocketed incumbents. However, thanks to innovative programmes a new generation of businesses can seize the storytelling power of these channels to scale rapidly and credibly. We briefly explore three of the UK’s leading media owner initiatives, ITV’s Backing Business, JCDecaux’s Nurture, and Mail Metro Media’s Impact Fund plus practical advice on how SMEs can make the most of these groundbreaking opportunities.

ITV Backing Business: Democratising TV Advertising

ITV’s Backing Business is a game-changer for brands with ambition. Eligible companies get matched media funding (every pound spent is doubled), meaning TV can fit startup budgets. Add expert mentoring, bespoke creative support, and proven results from brands like NatWest and eBay, and the initiative puts television’s impact within real reach.

JCDecaux Nurture: OOH for the Next Wave

OOH offers scale, authority, and trust. JCDecaux Nurture matches startup media spend (pound-for-pound and no equity required), plus offers mentoring, campaign planning, and deep data insights. With over 400 startups launched, Nurture turns OOH from a luxury to strategic necessity, supported by a network of tech and investment partners.

Mail Metro Media Impact Fund: Print with Purpose

Print still brings impact, credibility, and audience alignment. The Impact Fund, backed by The i Paper and New Scientist offers £10,000 match-funding per campaign to brands driving sustainability and positive change. Winners get more than ad space: collaborative creative and strategic guidance come standard.

What can Startups & Scale-ups do next?

• Be clear on your Objectives: Understand whether you need brand awareness, consideration, or bottom of the funnel conversions and shape your brief accordingly.

• Leverage Mentoring: Tap into the creative strategy, data insights, and operational support offered by each scheme. These programmes are designed to maximise your return and learning.

• Start Small, Scale Fast: Many programmes allow test campaigns, so you can learn and iterate before scaling up.

• Network and Collaborate: Each scheme offers access to an ecosystem of experts, investors, and partners so expand your network and share learnings.

By tapping into innovative matched-funding models, startups and scale-ups can assert themselves alongside established brands. These programmes level the playing field, enabling ambitious brands to unlock the full power of TV, OOH, and Print without sacrificing equity or stretching budgets beyond reason. It’s your time to take the stage, make noise, and drive real growth. Legacy media is yours for the taking. The breakthrough starts now.