Bauer Media Outdoor has launched Roadblock, which allows brands to showcase roadside digital OOH (DOOH) campaigns across the UK uninterrupted for up to an hour.
Heineken is Roadblock’s first advertising partner for its latest Birra Moretti campaign across more than 2,000 screens, including in Aberdeen, Cardiff, Leeds, London and Southampton.
Birra Moretti featured on the screens between 5pm and 6pm, just before the Women’s Euro France vs England match, to drive contextual relevance and brand consideration.
The work appeared on digital roadside screens including Bauer’s Adshel Live and Billboard Live networks and the premium large-format Storm estate.
It is part of Birra Moretti’s global “Enjoy Life’s Simple Pleasures” campaign, which was created by Lucky Generals and planned by Dentsu Red Star and Dentsu OOH.
Bauer claimed this was the UK’s biggest DOOH activation to date.
News, analysis, comment and community — Join The Media Leader
Uninterrupted presence
Advertisers using Roadblock will have the option of taking over a pool of up to 4,000 roadside DOOH screens for one hour uninterrupted.
Additionally, they can opt for Videoblock, allowing advertisers to dominate screens across Bauer’s shopping destinations for a full day, also uninterrupted.
Aimee McKay, Bauer’s client partnerships director, said: “Whether it’s a major product launch, cultural milestone or an unmissable sporting moment, Roadblock lets brands take control of the conversation and broadcast their message at unprecedented scale.”
Bauer announced its acquisition of Clear Channel’s Europe-North division in January. The company later renamed the unit Bauer Media Outdoor.
According to the company, the deal now offers advertisers “an enhanced offering and greater reach” through 200 magazine brands, 150 audio brands and 110,000 OOH sites.
Bauer makes first move into OOH with Clear Channel Europe-North acquisition
Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry.
Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK.
SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart.
The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems.
Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.
