Three Eye-Shaped Digital Out-of-Home Displays Now Live at Birmingham’s New Street Station
UNITED KINGDOM — Birmingham’s New Street Station and Grand Central Shopping Center have reopened after a £600 million redevelopment project. The renovation includes a new concourse, exterior facade, and a new entrance on Stephenson Street. Birmingham New Street is the largest and busiest of the three main railway stations serving Birmingham, England.
The renovation includes three large digital out-of-home advertising displays, the UK’s first ever eye-shaped, curved, large-format LED displays, at each of the station’s three entrances. The South East Eye, the largest of the three Eyes is situated over the entrance to the main station concourse. The South Eye sits above the railway station entrance facing Hill Street, with direct access to the new John Lewis department store (pictured above). The North West Eye, Metro Terminus sits above the railway station entrance that faces Stephenson Street and the Metro Terminus.
With 1 million people reported to have visited the new Grand Central shopping center above Birmingham’s New Street Station in its first two weeks, the media eyes are now among the most visible displays in Birmingham with daily exposure to huge numbers of shoppers and commuters.
Ocean Outdoor will manage media sales which will include public service rail announcements along with advertising messages. Advertisers can now deliver targeted, real-time messages direct to the Birmingham public for the first time. The new digital out-of-home displays incorporate technology that accesses demographic data of people in the immediate area.
The new “media eyes” displays span up to 29.5 by 6.3 meters were designed, manufactured, and installed by Concept Sign and Display. Concept also delivered a custom front end control system which has been designed to ensure smooth operation. The company also manages the ongoing maintenance of the displays with the technology monitored remotely around the clock by its technical team. Concept worked closely with Network Rail, together with Network Rail program manager, Azhar Quaiyoom, the team created a unique commercially-viable media solution which fulfills the potential and maximize return on investment for Network Rail.
“Working at New Street Station required a high level of planning and attention to detail. Having numerous other trades working on site made for dynamic working conditions and meant the team had to constantly adapt to their changing environment. I don’t believe any other organization could have delivered such a complex on-site installation,” said David Neale, director for Concept Sign and Display. “While this has undoubtedly been a challenging project, it has given us the enviable opportunity to be involved in a landmark regeneration scheme, while also showcasing our turnkey approach, and strengthening our position at the forefront of emerging digital technologies and innovative LED displays. Right from the embryonic design stage, we could clearly see the potential of the media eyes and we have worked closely with Network Rail to push the boundaries for Birmingham, and the wider out-of-home market, to deliver a truly innovative solution.”
“We have had a tremendous response to the media eyes from the public. Concept’s ability to install on site, under the most challenging of conditions, has transformed this project from a shared vision to an exciting reality:’ said Azhar Quaiyoom, program manager from Network Rail. “We are thrilled to have such a strikingly unique, technologically-advanced solution in place which perfectly fits the facade of New Street Station, and which helps to create a dynamic and engaging frontage to one of Europe’s most important public transport gateways.”
Photos courtesy Concept Sign and Display
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.