Ocean Outdoor launches national full-motion network
Ocean Outdoor, the digital out-of-home media owner, has launched what is described as the UK’s first large format, full-motion city centre screen advertising network.
‘The Grid’ has been developed in response to consultation with agencies and brand owners who expressed a need to expand premium full-motion campaigns into key city centre environments.
The network consists of seven locations across six of the UK’s largest cities including London, Liverpool, Leeds and Glasgow.
The seven screens, which are all described as “future proofed”, will allow “fully interactive campaigns to be networked across the country.”
The launch of The Grid is also a major development for the company and for the growth of large format digital out-of-home technology more broadly, according to Ocean Outdoor marketing director Richard Malton.
“Over the past 24 months, we have been working very closely with advertisers on some truly innovative campaigns and The Grid allows these London tests to become full national campaigns,” Malton said. “Digital out of home is rapidly coming of age.”
To support The Grid, Ocean has also introduced a new trading model, developed to help media planners and buyers “fully exploit” the technical capability and potential of digital out-of-home.
“The Grid allows us to turn how digital out-of-home is traded on its head,” says Ocean’s sales director, Iain Chapman. “We have long held the view that digital will lead to a more dynamic trading model and that is exactly what The Grid will deliver.
“We have long held the view that digital will lead to a more dynamic trading model and that is exactly what The Grid will deliver.”
20th Century Fox is the official launch partner of The Grid, showing their latest release, the thriller Runner Runner starring Ben Affleck.