Microsoft Lumia Campaign Launches Manchester’s Biggest Digital Out-of-Home Screen
UNITED KINGDOM — Ocean Outdoor, a leading out-of-home advertising company, has added a large-scale, full motion digital out-of-home (DOOH) Media Wall in Manchester. The Media Wall, the first of its kind in Manchester, will deliver close to one million impressions every two weeks.
This is Ocean’s third full motion media wall in the UK and Manchester’s biggest full motion digital out-of-home screen, measuring 24.6m x 5.76m (80 x 19 feet) and wrapped by a customizable vinyl surround. The DOOH operator has similar walls in Liverpool and London in premium out-of-home locations.
Microsoft is the launch advertiser featuring a campaign that showcases their Lumia 735 smartphone. The campaign, planned through Empowering Media, is also rolling out across Ocean sites in Liverpool and Birmingham.
“Sites of stature like the Manchester Media Wall demonstrate the rapid evolution of digital out-of-home, giving us a superb canvas from which to showcase the next generation Lumia smart phones in a dynamic, creative environment,” said Romy George, Client Director, Empowering Media.
Growing demand from advertisers for premium digital out-of-home space will continue to see the roll out of further large format digital sites this year and continued investment in the integration of new technology within existing Ocean locations during 2015.
“The addition of the Manchester Media Wall to Ocean’s portfolio is another step in the progressive roll out of DOOH across the UK,” said Richard Malton, marketing director, Ocean Outdoor. “Our investment in the Wall delivers everything advertisers expect from an Ocean site: an iconic location, innovative design, the very best technology and above all a premium audience.”
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.