Digital out-of-home advertising: the UK pioneers

United Kingdom’s first roadside digital ad can now be seen in west London as part of CBS Outdoor’s project in strengthening its digital out-of-home network in the country.

The identical, side-by-side LED billboard along M4 Motorway, London is named as Site 76 because of its estimated reach of 76 million people every year. It measures 7.7×2.8 meters in landscape orientation, the only digital property in the area and can be spotted from 150 meters away.

CBS, which has over 100 digital billboards in the United States, will be selling Site 76 as an independent advertising property and in collaboration with other displays in the Westfield London Mall and on the London Underground, UK’s largest train system.

According to Simon Harrington, CBS Outdoor UK’s director, Site 76 reflects the company’s platform and position in the market. Unlike other roadside display competitors, they did not name their billboard after the structures’ shape and size but they name it after the company’s vision and programs.

“We deliver urban audience engagement and will continue to look for strategic opportunities to expand, allowing us to deliver this valuable audience to advertisers.” Harrington said.

On the other hand, Amscreen, UK’s largest digital out-of-home media company, is testing an outdoor digital 6 sheet at gas stations across the country. The technology has a “plug and play” feature that is distinctive to Amscreen.