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Westfield opens Phase 2, expanding Ocean's portfolio

Westfield London Phase 2 opened this morning, adding three new digital out-of-home screens to Ocean’s portfolio.
The Gateway @ Westfield London, The Northern Totem @ Westfield London and Westfield Square launched with creative from adidas, Beats, Pandora, Samsung and John Lewis.
Shoppers flocked to the new stores, as Westfield continues to offer the lowest reliance on peak hours than any UK OOH environment.
Those stores running special events included Space NK, adidas, H&M, west elm, BoConcept, Penhaligon’s, The White Company and Emperor (continuing Westfield’s legacy of retail firsts with its first ever UK base), alongside the opening of the flagship John Lewis store, home to 230,000 square feet of retail quality.
Hailed as proof of “the resilience of London” in the face of Brexit, the launch of this second phase of Westfield London brings 80 new shops and restaurants to White City. It will in time host Ichiba (the biggest Japan Centre in Europe) and Putt Shack, a ‘world first’ in social entertainment.
Home to an annual spend of £3.2 billion, Westfield London and Stratford City combined are the second largest UK retail centre; with this Phase 2 expansion, the addition of 1,500 new homes and developments for the BBC and Imperial College we expect this success to continue well into the future.
The launch has been covered in The Times, Evening Standardand The Independent. For an in-depth look at the development, including expected footfall, audience profiles and Westfield records, read our recent Ocean “Talks” article by CMO Richard Malton.
Via: Ocean Outdoor

Wandsworth Roundabout is Live

JCDecaux has announced the launch of four new large format digital screens on its high-impact Wandsworth Roundabout location. The launch follows iconic locations such as Old Street roundabout EC1, Cromwell Road and Waterloo Station as the company builds out its large format digital presence in London.
Wandsworth Roundabout’s iconic structure targets multiple flows of traffic as they head in and out of London from the affluent South-West. The four digital screens deliver over 200 square metres of digital space, with the screens increasing in size by over 40%.
The superstructure is visible to over half a million vehicles which pass through one of the busiest junctions in London every week, and is estimated to generate 2.6 million impressions every two weeks (Source: Department for Transport).
JCDecaux’s rich Smartdata programme shows that Wandsworth Roundabout site has a strong profile against the ‘frequent flier’ audience – people defined as taking an average of more than four holidays every year. This has made the flagship site a particularly popular location with travel brands, with American Airlines confirmed as one of the launch advertisers. Other launch partners include Mini, Jaguar, 3 Mobile and Samsung.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux, said: “Situated on one of Britain’s busiest junctions, with inbound traffic heading towards Kensington & Chelsea and outbound traffic towards the affluent South-West, Wandsworth Roundabout is one of the UK’s most striking and attractive advertising sites. With our high-resolution, high-impact digital screens in Old Street and Wandsworth, we have now digitised London’s two flagship locations in the East and West, and continue our vision to develop the world’s most advanced Out-of-Home digital media network in London.”
Graeme Craig, TfL Director of Commercial Development, said: “JCDecaux’s new digital screens at Wandsworth Roundabout provides tailored, dynamic advertising and is part of our wider commercial approach to generate £3.4bn in non-fare revenue over ten years, which will be reinvested in the transport network.”

Storm Upgrades Coventry House

Storm has unveiled a new screen at its Coventry House site in London’s iconic Piccadilly Circus.
This new 48m2 advertising panel has a one-of-a-kind curvature that matches the aesthetics of Coventry House’s rooftop. The screen features Daktronics’ 13HD product, a through-hole LED technology with adjustable brightness that displays digital advertising even in bright sunlight. The screen also delivers contextual advertising that can be triggered by different factors, including weather and time of day.
Earlier this year, Storm and LG announced a three-year extension to their Coventry House site partnership, however Storm has the flexibility to offer Coventry House to other advertisers for tactical campaigns as part of the agreement.
Via: OMC 

Ocean Introduces Full-Motion and The Screen @ Manchester One

Ocean Outdoor has introduced full motion to its Portland Tower location in Manchester and renamed the site The Screen @ Manchester One.
The state-of-the-art double sided digital 3.1 x 5.8 metre tower becomes part of Ocean’s The Grid, the UK’s first network of full motion screens now available across six UK cities.
Ocean Outdoor marketing director Richard Malton said: “The rebranding of our screen in line with the renaming of the Portland Tower and its upgrade to full motion reflects how more advertisers are realising the value of digital out of home and taking advantage of it.
“In doing so, brands are becoming more relevant, premium and responsive. DOOH is no longer being looked at as just another medium for a wider campaign. Its unique capabilities mean it’s now being implemented as a standalone addition. Spectacular new sites like Manchester one reinforce this shift and extend the opportunities.”
Ocean’s Manchester estate also include Axis@The Hacienda, on the site of Alliance Partners’ £35 million Axis tower development and three landmark 96 sheet non digital backlights in the Trinity Way and MEN arena areas.
Via: Ocean Outdoor