Primesight unveils its largest ever digital roadside screens

Coca-Cola, Vodafone and Sky are among some of the first brands to advertise on Primesight’s first digital 96-sheet roadside panels.

The 10 new screens – the largest out-of-home format – will join 52 existing D48-sheets and form part of Primesight’s wider strategy to reach 100 digital roadside sites by the end of the year.

The latest additions are expected to give an ‘audience impact’ of almost 9.5 million, with Mondelez, BMW, Eurostar and British Airways also on board at launch.

“We’re thrilled to be building on last year’s success in rolling out Network with this new D96 panel, the largest and most ambitious format of its kind,” said CEO Naren Patel.

“Primesight is focused on offering a broader array of DOOH solutions to help drive the market forward and offer even bigger, more creative and dynamic solutions for clients.”

Vanessa Eagle, business director at Posterscope, said: “In this dynamic and evolving media market, the continuous development of new digital products makes OOH an exciting area for advertisers to invest.

“Our clients demand more flexibility, more contextual advertising and more opportunity to innovate and cut through. Large Format Digital OOH sites such as the Primesight Digital 96s deliver on these demands and we are delighted to work with Primesight for the launch of their new national packs.”

The news comes as Primesight takes control of Manchester Airports Group’s ad contract for the next five years, which covers four UK airports at Manchester, London Stansted, East Midlands and Bournemouth.