‘The Grid’: connected large-format full-motion displays from Ocean Outdoor

'The Grid' is a network of large-format outdoor full-motion screens deployed by Ocean Outdour in six of the largest cities in the United Kingdom to offer fully interactive national networked campaigns.

The digital advertising multinational Ocean Outdoor has carried out an innovative project of large-format outdoor moving screens, that connect in real time and are installed in six of the largest cities in the United Kingdom, under the name 'The Grid' (the network).

‘The Grid’, which aims to be the first digital advertising network on large format moving screens, It consists of seven large digital signage screens installed in strategic and highly visited locations in London. (with two outdoor systems), Manchester, Birmingham, Liverpool, Leeds y Glasgow.

These digital signage screens that form 'The Grid', rated as “future-proof” by the company, incorporate the latest display technologies to run fully interactive campaigns to network across the country.

As they point out from Ocean Outdoor, ‘The Grid’ has been developed in response to consultations with advertising agencies and brand owners., who expressed their need to expand premium full-motion advertising campaigns in central city environments.

New outdoor and connected commercial model

The official launch partner of 'The Grid' has been the production company 20th Century, with the promotion of his film 'Runner Runner', starring Ben Affleck and Justin Timberlake. Para Chris Green, director de marketing de 20th Century Fox, “The Grid allows us to go one step further, allowing us to access six key cities in the United Kingdom and in the heart of the public center. “We are excited about the capabilities of connected displays and how this innovation will contribute to future campaigns.”.

Ocean Outdoor has also introduced a new business model with 'The Grid', in order to help media planners and buyers take full advantage of the technical capabilities and potential of these outdoor digital signage systems.

These business models are broken down into three types of 20 seconds (2 slots x10 seconds): Red, for advertisers who want to reach a consumer audience with moving content simultaneously on all six screens over the power grid, that is to say, national campaigns; city ​​by city, for campaigns that require a specific environment in the city center, and dynamic, a flexible model today, time, hours, minutes,…

Iain Chapman, Ocean Outdoor Sales Director, explains in this regard that “The Grid allows us to offer a more dynamic business model with digital technology for a larger audience.”, that eliminates the restrictions we had until now. “It is a great advance for Ocean and for the growth of outdoor digital screens”.