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Limited Space unveils the next location in roll out of its digital 'Orbit' network

Shopping centre media specialist Limited Space has unveiled the next location in the roll out of its giant-format digital network ‘Orbit’. The bespoke site, the thinnest double-sided LED screens installed in a retail environment in the UK, comprises two back-to-back screens produced by specialist LED designers and manufacturers infiLED®. Together, the screens offer advertisers 30m2 of digital display capturing shoppers from two directions in the high footfall central atrium of intu Milton Keynes.

Operating at the heart of one of the country’s fastest growing British towns, intu Milton Keynes has an annual footfall of 16 million people made up of the area’s young, prosperous and booming population that is rising twice the rate of the national average.
Limited Space Co-Founder and CSO Samantha Sida said: “We are truly excited to see the third new Orbit screen installed at intu Milton Keynes. We are fully committed to developing the best possible in-mall advertising opportunities, and Orbit’s eye-catching and unique features, including full zonal sound and remote LED surround colour-change, certainly fulfil this, providing huge creative scope for advertisers and entertainment for mall visitors.”
Roger Binks, customer experience director at intu commented: “This screen will make use of innovative technology and a high footfall retail destination to target shoppers already in a buying mind-set with the most engaging digital content.
“We’re rolling out the same kind of technology at intu’s popular shopping centres nationwide to give even more brands the opportunity to flourish at our high footfall destinations across the UK.”
The site’s sleek design delivers high definition dynamic display at 4.8mm pixel pitch with full zonal audio on both screens, which each measure 5m x 3m.
In addition, the colour of the built-in LED strip installed in the surrounds (between the back-to-back screens) can be changed remotely to complement an advertiser’s creative and drive even greater stand-out.
The Orbit network is set to comprise twenty digital screens, both elevated and installed at eyelevel, by the end of 2017, and 27 by the end of 2018. At full strength the network will reach more than 600 million shoppers a year. Advertisers will be able to take full domination of the network or take standard 10”, 20” or 30” slots as part of a six minute loop. Alongside advertising, the Orbit screens feature news and weather content.
Via: OutSmart

Limited Space continues roll out of digital screen network with multiple additions

Limited Space, the shopping centre media specialist, is continuing the rollout of its brand new Orbit digital screen network, with the installation of a giant screen at intu Metrocentre, Gateshead.

Measuring 7x4m, the site is the largest available digital screen in UK shopping centres alongside Limited Space’s Orbit screen at intu Lakeside, which was launched in June this year.
As well as delivering high definition dynamic display at 4.8 pixel pitch and full audio as standard, the screen is the second site in the Orbit portfolio to use specialised rotational technology. In addition to linear, interactive and dynamic content, as part of a creative DOOH experience the screen can seamlessly move from landscape to portrait to deliver unique, impactful and memorable campaigns.
Limited Space’s Orbit network will continue to expand with installations planned for intu Milton Keynes, St Enoch and SOAR at intu Braehead over the next few weeks, taking the entire network to a total of 17 giant landscape screens across 12 flagship shopping centres.
Via: Limited Space

Limited Space Launches Rotating Screen

Limited Space, the shopping centre media owner, will launch the UK’s first in-mall giant rotational digital advertising screen at intu Lakeside this week with a campaign for the release of Despicable Me 3.
The campaign will be the first of its kind, featuring a 30-second animation specially created for the unique screen. The animation will appear as the screen seamlessly transitions between a landscape and portrait orientation, with the film’s lead characters battling for airtime as the screen completes its rotation.
Measuring 7x4m, the screen is the largest available digital screen in UK shopping centres, and is one of three “Showcase Screens”, installed and created by screen specialists ADI, at intu Lakeside that overlook the main atrium of the centre.
All three screens use specialised rotational technology to turn simultaneously whilst being able to keep a centralised perspective, and are fully equipped with high definition dynamic display and audio to provide a unique, creative and impactful digital platform.
Similar screens are being installed at intu Metrocentre, intu Braehead and intu Merry Hill over the next 3 months as a result of the partnership between intu, Limited Space and ADI. They will be part of a cutting-edge, national responsive digital advertising network, “Orbit”. Limited Space will have 20 screens installed by the end of 2017 with a contract value in excess of £30million.
Roger Binks, customer experience director at intu, said: “This campaign is certainly going to make our customers smile as part of their visit with us thanks to the combination of innovative technology and the fun nature of the animation.  We’re rolling out these screens at our intu centres across the UK to give more brands the opportunity to run national campaigns that take advantage of our high footfall destinations.”
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Via: Outsmart
 

Limited Space Media Group Announces Senior Management Restructure and New Appointments

As part of its growth strategy, Limited Space Media Group has announced the restructuring of its senior management team, with the promotion of Matt Gordon to Group CEO, alongside several other major appointments at Group level.
Gordon, previously group Chief Operations Officer, will succeed Robert Lomnitz as Group CEO from 1 December 2014.
Robert Lomnitz has been appointed Chairman of the Board and will continue to assist executive management in the development of group strategy, corporate matters and acquisitions.
Via: Outdoor Media Centre
 

Brandspace Undergoes Rebrand Following Limited Space Acquisition

Following a £2.25m expansion strategy, digital media and visual communication company Limited Space Media Group has announced the acquisition of Looking Glass Experiential, formerly Brandspace.

The acquisition was completed a month ago by Limited Space. It comes more than a year after Brandspace went into administration in April 2013, and was bought out by media and investment company Miroma Ventures.
Samantha Sida, co-founder and chief strategy officer at Limited Space Media Group, said: “A convergent media proposition sits at the frontier of innovation in this fast-paced industry. Our recent acquisitions and investments into Looking Glass demonstrate our commitment and planning to the future of the sector.”
Looking Glass has revealed it has launched an experiential marketing campaign for airport advertising company Eye Airports, which will target 16 key UK locations including London Gatwick, Stansted, Manchester, Newcastle International and Bristol airports.
The Limited Media Space Group now comprises of five media businesses including out-of-home media owner Limited Space Outdoor; Limited Space Events, which handles digital screen technology for events; visual communication arm Limited Space Solutions; wi-fi advertising company MOOH; and Looking Glass.
Via: Event Magazine

What’s Next for Out of Home?

Roman Greze, MD of Limited Space, discusses what he thinks is next for the Out-of-Home industry.
Out of home (OOH) advertising has made unparalleled leaps in capability and greater creative thinking, it has the power to captivate target consumers to a higher degree. Innovation and technology have raised the stakes in how advertisers deploy OOH to accelerate and amplify online, social and mobile advertising campaigns by allowing consumers to interact and transact with brands.
The potential of OOH lies in its ubiquity to reach consumers where other media don’t go. When layered on top with screen technology like interactive touch screens, near field communications (NFC), and a host of other advanced technologies like geo-targeting and augmented reality, advertisers can interact, to create genuine, two-way brand relationships.
Outdoor drives a better online search uplift than TV in some sectors, showing a 5.5 per cent increase in travel search terms versus 3.5 per cent for TV and a 3 per cent uplift for insurance keywords compared with TV’s 0.6 per cent, claims The Outdoor Media Centre.
Digital and NFC-enabled sites, or those offering free wifi, have made OOH much more responsive and in real-time. The use of interactive displays has allowed OOH campaigns to tie into digital and online campaigns well. Compared to traditional OOH campaigns, using interactive displays on LED screens and other formats allow companies to increase their chance of conversions by promoting more instant interactions with the customer. LED technology is also expected to play a big part in this shift, as it’s great for viewing from long distances; it also allows for interactive capability and will be implemented across different locations from shopping malls to highway billboards.
Twitter is an obvious choice for putting social engagement at the centre of interactivity. During the curling final at the Sochi Winter Olympics, Cadbury Curly Wurly ran a tactical digital campaign with the catchline: “The difference between a curling stone and a Curly Wurly: you don’t let go of a Curly Wurly.” This was broadcast in real time so that drivers could see the image change while listening to the curling final on their car radios.
Weather is a popular theme that carries through some of the most successful campaigns. Land Rover recently launched their #hibernot campaign using digital posters to engage consumers by encouraging people to get out and enjoy all the elements of a British winter. The brand used the OOH element to provide a ‘reward’ for those engaging with the campaign by using their images on the digital outdoor posters. Ford recently ran a ‘thermal geo-targeting’ campaign where the image that appears on screens changes with the temperature and with rain, sleet or snow.
So what’s next for OOH? Apart from interaction and digital displays there are many strategies being applied online that will soon be helping OOH advertising innovate once again. For example, social media platforms such as Foursquare have already begun letting customers check into displays and receive corresponding benefits. This allows for different deals to be given out at different locations, which relates back to targeting. The use of interactive screens will also allow OOH campaigns to seed further into digital and online campaigns as well. Imagine social media contests and check-ins, being combined with displays in places like shopping centres where brands can directly boost spend. This cross-platform marketing would allow for companies to experience a level of interaction with customers and deliver potential for conversion that’s been previously unattainable for a long time.
The quality of technology has helped boost the capability of brands to target consumers through engaging their senses. Digital screen sites, for instance, deliver cinema-quality digital content, a static full screen surround artwork wrap and full zonal sound audio to fully engage with shoppers through multiple stimuli. Ensuring that the location is on the shoppers’ journey is important here too because they’ll already be in the right frame of mind and be more receptive to entertainment. When a watch brand wants to target shoppers, what better place to elicit engagement than with screens in a shopping mall minutes away from an H.M.Samuel or Goldsmiths?
There is a magical gap between what people expect from OOH and what they experience. Consumers now expect a dynamic experience from their smart phones and televisions but when they see an OOH board they expect the same fixed reality. This is where the OOH market is beginning to change. The landscape is the perfect delivery medium for more bespoke and creative experiences and can fully embrace these new technologies in an age where the value of targeting consumers when their senses are open to movements in ads cannot be underestimated.
Via: The Wall Blog

Limited Space Buys Brandspace and Wi-Fi Specialist

Limited Space Media Group (LSMG), the outdoor media owner, has bought the brand engagement specialists Brandspace and the Wi-Fi advertising company MOOH, in a deal worth up to £3 million.
LSMG said the two acquisitions would add fresh expertise and brand engagement to its portfolio and broaden its offer of providing content to consumers via digital screen, mobile and visual media.
MOOH’s Wi-Fi networks include the London Underground, Hilton Worldwide and First ScotRail. Brands are able to connect with millions of consumers every day when they access the Wi-Fi via their smartphones and tablets.
Brandspace provides agencies and brands with expertise in experiential marketing campaigns in high-footfall locations, such as shopping centres and major transport hubs.
MOOH will continue to operate under its existing business structure, headed by its founder and managing director, Paul Grundy, while Brandspace will continue under the leadership of its managing director, Danny Press.
The deal is worth an initial £2.25 million, but the entire transaction could be worth up to £3 million if an incentivisation programme with Brandspace and MOOH’s management team comes to fruition in the years to come.
LSMG now comprises five complementary media businesses, which are focused on consumer engagement across channels.
The acquisitions of MOOH and Brandspace follow the rollout of LSMG’s digital screen network, Digital Showcase Media, last month.
LSMG was itself the result of a merger in August 2013 between the shopping mall specialist outdoor media owner Limited Space, founded by Matt Gordon and Samantha Sida, and Integrated Signage Solutions.
Via: Brand Republic
 

Limited Space Launches £1.6m Digital Out-of-Home Network

Digital Out-of-home shopping mall specialist Limited Space has rolled out its £1.6 million screen network Digital Showcase Media (DSM) across the UK.
Sites will include an interactive “smart window” that has a transparent multi-touch display, and a back-lit box allowing an advertiser to display its physical retail product alongside its digital advertising content.
Following a successful trial at Bluewater in Kent, Limited Space invested £1.6 million into additional placements around the country, in high footfall locations such as Sheffield’s Meadowhall, and Lakeside in Essex.
The sites will feature touch and gesture-based technology and mobile phone engagement. Interactive screen content will respond to the brand’s social channels in real time.
Via: Brand Republic
 

AEM forges new partnership with Limited Space Event

Limited Space Events, a wholly owned subsidiary of Limited Space Media Group and specialist in events screen media, has signed a new contract with the Association of Equipment Manufacturers (AEM).
Limited Space Events will host its digital screen network and new Event TV concept – a bespoke TV channel personalised to AEM – at CONEXPO-CON/AGG, the largest show of its kind in North America by square footage, attracting 130,000 visitors per year.