Birmingham Redevelopment Project Features The Loop, Digital OOH Network with High Speed WiFi Connectivity
UNITED KINGDOM — Signature Outdoor has announced the launch of The Loop, a network of more than 20 digital out-of-home (DOOH) screens located in 12 high-traffic pedestrian zones across Birmingham’s city center.
The launch of The Loop follows the acquisition of MediaCo Outdoor by Ocean Group in April which included CityLive. MediaCo’s CityLive network consisted of 10 double-sided retail focused screens across Manchester. Signature has expanded the old network and rebranded it as The Loop Manchester.
“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,” said Tim Bleakley, CEO, Ocean Outdoor.
According to Signature, The Loop will be planned and bought by audience and impressions using a new online audience trading platform, a unique model for out-of-home media. The Loop will enable brands to connect with mobile audiences through a wifi powered infrastructure, which is centrally networked for ease of access. Each screen location has a 100MB fibre connection, with 20MBPS download speed. In addition, each display has built-in facial recognition cameras to register age, gender, and register how many people actually looked at the screens and for how long. Audience research for The Loop, Birmingham was developed by Oxford Retail Consultants.
Signature Outdoor now operates the only full-motion, digital out-of-home networks in both Birmingham and Manchester city centers. The Loop debuts with ad campaigns from LVMH, Timberland, Virgin Trains, Wrigleys, Columbia Tristar, Ford, Jameson and Channel 4.
“Birmingham is undergoing a 21st century transformation and Signature Outdoor is a core partner in driving that change. Signature offers 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 unrivaled level of connected engagement for advertisers and the people of Birmingham,” said Steve George, Managing Director, Signature Outdoor.
“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,” said Ian Ward, Deputy Leader of Birmingham City Council.
The arrival of The Loop follows the widely publicized 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 center which opened in September. The Media Eyes are operated by Signature Outdoor’s sister company, Ocean.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media