Expansion of Signature’s “The Loop” Network Provides Brands with Increased Connectivity and Engagement Opportunities
UNITED KINGDOM — Signature Outdoor has announced that it will double the number of screen locations in its outdoor advertising network, known as “The Loop” across Birmingham and Manchester. The increased presence is in response to increased demand for quality small-format digital advertising in both cities, according to the company. Work is currently underway to expand The Loop in key retail, business and leisure hot spots, increasing audience reach and impressions to 15.86 million a fortnight across the two cities.
New locations have been identified to reflect Manchester and Birmingham’s redevelopment, reaching audiences as they move around the reconfigured cities. In Birmingham, 23 screens in 12 locations will expand to 45 screens in 23 locations, delivering a total of 8.46 million impressions per fortnight. In Manchester, 20 screens in 10 locations will be doubled to 40 screens in 20 locations, delivering 7.4 million impressions.
“The Loop has been incredibly successful commercially which is why we are scaling our presence. Our new larger footprint gives Signature the ability to sell smaller, more targeted mini networks around the retail, business and leisure sectors,” said Steve George, Managing Director, Signature Outdoor. “The screens’ multiple benefits also extend interactivity with the community and support of good causes. Both councils consider the Loop a vital aid in communicating with their citizens.”
Manchester’s new screens will be located in Deansgate and Albert Square, directly outside the Town Hall and National Football Museum. The new Birmingham assets cover key new areas such as Chinatown with Ladywell Walk, New Street Station approach with TK Maxx and Smallbrook Queensway, Corporation Street.
The move will also extend the availability of Signature’s free SimplyFi WiFi network, offering brands multiple connectivity and engagement with mobile users in the cities through The Loop. Channel expansion is carried out in collaboration with Signature’s commercial advertising partners, Birmingham City Council and Manchester City Council. Both extended networks go live in July.
Advertisers including Clinique in Birmingham and Walkers in Manchester have utilized the technical capabilities of The Loop, with premium brands Chanel, Samsung, Apple and LVMH have all leveraged the network’s out-of-home audiences.
“The Loop is part of our vision to become a world leading connected City through the evolution of next generation digital networks. The Loop’s a great example of how best in class, responsive digital out of home advertising is evolving and keeping the people of Birmingham informed, in touch and connected,” said Councillor Ian Ward, Deputy Leader of Birmingham City Council.
“ORC data provides advertisers with robust audience data by location, hour and by day. So in Manchester we’ll deliver more audiences in high footfall leisure and business areas, where as in Birmingham we want to compliment what we already have by offering different flows and movement of people. This is where our knowledge of both cities shines through,” said Steve Barton, Signature’s head of specialist sales and trade platforms.
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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.
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