Star Lights set to shine bright at Spaghetti Junction in Birmingham

Elonex Outdoor Media has announced it is to construct Star Lights at Spaghetti Junction on the M6 in Birmingham, which will be the largest motorway facing digital billboard in the UK.
The super-size structure will deliver 200 square metres of digital advertising space and be located above the Star City entertainment complex adjacent to junction 6 of the M6.
Due to go live in early April 2017, and following an investment of £3.8 million by Elonex, this new Digital-Out-of-Home advertising site will be known as Star Lights.
Star Lights will create an iconic backdrop to the landscape at the busiest motorway junction in Great Britain, and be the most prominent digital outdoor advertising location in the central region.
Designed to be highly visible from incredible distances to traffic travelling both north and southbound on the M6, Star Lights will broadcast advertising content utilising Elonex Digital LED Technology and be focused on delivering more than 20 million audience advert impacts every 2 weeks.
Star Lights will also be partly solar powered to acknowledge a new dawn at the former site of Birmingham Power Station where it will be positioned within the Star City complex, and will provide a modern, clean and environmentally friendly means of power generation.
News of Star Lights comes in a month when Digital-Out-of-Home media has hit the headlines with the UK’s two largest roadside billboards, Piccadilly Lights in London and the Elonex operated digital site at junction 9 of the M6, both being switched off to facilitate refurbishments.
Commenting on the launch of Star Lights, Nick Smith, CEO at Elonex said, “After lots of hard work, it’s great to get this project over the line. Star Lights will present huge opportunities to advertisers with mass audiences guaranteed, and those in the advertising industry will know there’s no coincidence in the site being only yards away from where the world’s biggest ever poster for the Adidas Beckham campaign once appeared across at Fort Dunlop.”
During the installation of Star Lights, Elonex is to position a temporary digital screen above the M6 at Star City. The temporary screen will start broadcasting in February, before Star Lights is unveiled in April and goes live featuring advertisements from specially selected launch partners.
Via: Elonex

New Premium Roadside DOOH in Birmingham for Signature Outdoor

Introducing three new large format Digital Out of Home locations in Birmingham from Signature Outdoor.
Part of their Central Networks proposition, two digital 96 sheets and one new digital 48 sheet will help you reach even more people across Birmingham!

BT Bring to Life the Power of 4G and Wifi with Special Build

BT has created two special build installations that will bring to life the combined power of the strongest 4G & Wifi network by recreating the infamous Tesla balls from their latest television commercial starring Willem Defoe. The first site is located on Shoreditch High St, next door to tech city, with the second situated in Sandpits Parade, Birmingham.
The installations consisting of 3D moulds and special LED Tesla lighting effects form part of a national Out-of-Home (OOH) campaign which includes digital activity on Transvision screens in the UK’s busiest rail Termini,  screens in malls, the Motion@Waterloo, along with static and digital large format billboards and high street 6 sheets.
The OOH, planned and bought by OOH communications agency Posterscope will be live for 4 weeks from the 2nd  November, whilst  the innovative special build installations created by experiential agency psLIVE go live on 10 November.

Birmingham showcases The Loop – the latest in digital out of home connectivity

Birmingham has unveiled its brand new digital out of home network which deploys the very latest in screen technology. The Loop enables brands to deliver full motion advertising content to the heart of the city.
Developed, operated and sold by Signature Outdoor, The Loop is a network of more than 20 full motion screens located in 12 high footfall pedestrian zones across Birmingham’s regenerated city centre. A unique model for planning out of home media; The Loop will be planned and bought by audience and impressions via a new online audience trading platform,
The project forms part of one the UK’s biggest city centre redevelopments. The Loop debuts with campaigns from a roster of eight brands including LVMH, Timberland, Virgin Trains, Wrigleys, Columbia Tristar, Ford, Jameson and Channel 4.
The Loop allows brands to connect with audiences through small format digital screens in Birmingham city centre for the first time, offering instant connectivity to mobile audiences through a fully looped wifi powered infrastructure which is centrally networked for ease of access.
Signature Outdoor managing director Steve George said: “Birmingham is undergoing a 21st century transformation and Signature Outdoor is a core partner in driving that change.
“Signature offer out of home opportunities which are ahead of the curve and challenge traditional trading mechanisms. Working with our partners at Birmingham City Council, The Loop provides an unrivalled level of connected engagement for advertisers and the people of Birmingham.”
Councillor Ian Ward, Deputy Leader of Birmingham City Council said: “The Loop is an innovative example of Signature Outdoor and Birmingham’s vision to become a smart connected City through the evolution of next generation world class advertising networks.”
The arrival of The Loop follows the widely publicised Media Eyes which are positioned above the main entrances to Birmingham New Street and the John Lewis flagship store, part of the Grand Central shopping centre which opened in September. The Media Eyes are operated by Signature Outdoor’s sister company, Ocean.
Ocean CEO Tim Bleakley said: “The Loop forms a significant part of Ocean Group’s multi-million pound investment in the development of prestige transport and retail environments for the next generation of mobile out of home audiences.
“Birmingham is rapidly becoming one of Europe’s most dynamic and exciting cities, and The Loop shows how best in class out of home and digital out of home connectivity is evolving.”
In addition, following the acquisition of MediaCo by Ocean Group back in April, CityLive – MediaCo’s digital pedestrian network in Manchester, 10 double-sided retail centric full motion screens, is now rebranded The Loop Manchester. Signature Outdoor now operates the only full motion small format digital networks in both Birmingham and Manchester city centres.
The Loop Birmingham – vital statistics

  • 84 inch state of the art full motion LCD high definition screens mounted in the portrait orientation with a horizontal resolution of 1080 pixels and a vertical resolution of 1920 pixels
  • Wi-Fi – 100MB fibre connection, download speed 20MBPS. Each screen has its own SSID but they can be centrally networked so you don’t have to log in to each screen
  • Each screen display uses independent light sensors to adjust brightness for sun-facing or shade facing sides.
  • Facial recognition cameras register gender and age groups, registering how many people look (viewers) and how long they are looking for (gaze time). The camera feeds also enable augmented reality activations.
  • Live data feeds, social media integration and video streaming
  • Audience data has been developed by Oxford Retail Consultants (ORC)
  • Screen manufacturer – LG MRI

The Loop and Oxford Retail Consultants
Research for The Loop Birmingham was developed by Oxford Retail Consultants (ORC). Hourly and daily footfall counts were carried out at each of the 12 The Loop locations. Using ORC’s trip model, all journeys to and from a variety of destinations were mapped, including work, leisure, retail (food/non-food), tourism and holidays abroad; how and when these journeys were made was also tracked. This travel data was fused with demographic and lifestyle data (such as Census) to determine who made the journeys.
From this ORC ascertained footfall past each of The Loop units, as well as who these people were by hour, day, week or month for each screen.
Via: Signature Outdoor 

New-look New Street Unveiled

Following a 5 year £750 million transformation, a new-look Birmingham New Street has opened to the public, featuring premium quality media space implemented by JCDecaux. The redevelopment in one of the UK’s fastest growing cities marks the first major construction project on the station since it was redeveloped in the 1960s. JCDecaux has worked alongside Network Rail to complement the brand new concourse, iconic atrium and brighter, de-cluttered platforms. In keeping with the architectural design, the media space comprises 4-sheets built-in seamlessly at platform level targeting both departing and arriving passengers, plus digital 6-sheets connecting with passengers on the main concourse. The new station features 43 shops at concourse level and above it sits the new Grand Central shopping complex, which includes one of the UK’s largest John Lewis department stores. Opening its doors on Thursday 24 September, the 450,000 sq ft shopping destination will also feature a new JCDecaux digital 6-sheet network later this year. More than 35 million passengers a year, travelling through Birmingham and to and from destinations such as Cardiff, Liverpool, London, Manchester and Newcastle will benefit from the improvements to the station. Birmingham is the 4th most visited UK city (VisitBritain) and is the 7th largest UK retail centre with a £2.5 billion annual retail spend (CACI).
Via: JCDecaux

Ocean Group signs first landmark deal with Network Rail

In its first landmark deal with Network Rail, Ocean Group has been chosen as the provider of the three Media Eyes which will dominate the main entrances to the new Birmingham New Street Station which opens this September.

Part of the £200 million investment in Birmingham’s infrastructure, the agreement is Ocean Group’s first major contract win since the acquisition of Signature Outdoor last year. The Media Eyes will be sold by Ocean Outdoor and will be fully operational in autumn 2015.

The three full motion digital out of home screens, which each measure 30m x 7m, sit above the main entrances to Birmingham New Street and the John Lewis flagship store, part of the Grand Central shopping centre which also opens this September. The project forms part of one the UK’s biggest city centre redevelopments.

 The selection criteria to find a partner to design and operate the Media Eyes was based on commercial viability, architectural merit, technical ability and innovation, practical buildability and maintenance. The agreement was brokered by Signature Outdoor for Ocean Group.

Ocean Group CEO Tim Bleakley said:  “This multi-million pound investment is a significant addition to the Ocean portfolio in a prestige transport and retail environment. The Media Eyes will allow advertisers to reach premium rail passengers, business and retail audiences in one of the UK’s fastest growing cities.

“This is a significant part of our overall plan for what is rapidly becoming one of Europe’s most dynamic and exciting cities, a city that has been identified as a beacon of what out of home and digital out of home looks like at its very best.”

Chris Montgomery, Birmingham New Street project director, said: “We are really pleased to have the Ocean Group on board for this innovative and iconic part of the project.  The Media Eyes will have full motion picture media content which will bring even more vibrancy and movement to the station.” 

The media content for the Eyes will display a portion of community content as well as commercial advertising.  The screens can also be used to display station messaging in emergency situations.

Ocean Outdoor Presents Pulse Birmingham

Birmingham city centre offers one of the most rewarding retail and leisure opportunities in the country.

Pulse is Birmingham’s full motion city centre digital network, 4 key locations covering off all of the central retail and leisure areas of Birmingham.
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For more information visit Ocean Outdoor.

Ocean’s Banner Portfolio Grows to New Heights

Ocean’s banner portfolio now extends to the biggest three banners in Birmingham.
These banners are huge creative canvases, covering key strategic locations travelling into and out of the city to its creative and bustling hub.
The Banner @ Five Ways Birmingham 
The 1,019m² branding canvas is the biggest in Birmingham. With three faces it is located head on to traffic from all directions at the Five Ways roundabout – a gateway into Birmingham.
Banner 500
Dominating the Bullring approaches from Digbeth and Eastside, the 500m² banner is located in the Shoreditch of Birmingham where Digbeth’s clubs and restaurants, as well as the creative and media centre ‘The Custard Factory’, reside.
The Birmingham Archway
Dominating the A45, this is a permanent banner in Birmingham offering a double sided canvas capturing traffic travelling into the city and out towards the airport
Via: Ocean Outdoor

New Elonex Digital Screen Set to Target Busy A45 into Birmingham City Centre

A new digital advertising site is set to be unveiled on one of the busiest routes heading towards Birmingham City Centre.

Digital Out of Home specialists, Elonex Outdoor Media has announced plans to add to its already impressive portfolio of digital roadside screens by building a new standout site in Birmingham on the A45, where high volume City Centre bound traffic is present at all times of the day.The new digital screen, which measures 24 square metres, will be located on the gable end of Delta View House, immediately next to a new Morrisons store on the busy A45/Coventry Road. The site is just two miles away from Birmingham Airport and junction 6 of the M42, on  one of the major travel routes into Birmingham City Centre.
Positioned to face all City Centre bound traffic and dominating its location, the new digital screen, which will be known as the A45 Mega 6, is full motion and will be visible to commuters from an incredible distance in a highly congested travel area which is renowned for huge dwell times.The new Elonex screen, which will provide the only digital advertising offering on that stretch of the A45, will deliver in excess of 10 million audience impacts annually and allow both national and local brands to target the location’s much sought after, captive audience in high impact digital format for the very first time.

The Banner @ Five Ways, Birmingham

Ocean Outdoor’s newest offering is the biggest banner in the UK’s second largest city – 1,168m2 branding canvas

This banner location has three faces, and is located head on to traffic from all directions at the Five Ways Roundabout, a busy gateway into Birmingham. It is situated at the meeting point between 3 dual carriageway arterials into the city and Broad Street, a hub for restaurants and bars, and amenities such as the Public Library. This prominent banner has one portrait and two landscape opportunities for a brand to dominate this busy roundabout.
Visit Ocean Outdoor for more information.