The UK’s Bullring Shopping Centre have enhanced their digital media portfolio with investment in a second LED screen from ADI.
The early financial and experiential value derived from their initial LED display (installed back in December 2012) encouraged the Bullring to procure an additional large format screen for the Upper Mall East which will be used solely for advertising purposes.
This new LED is identical to ADI’s first 23m² installation at the Bullring’s Upper Mall West and the 6mm SMD screen displays full-motion advertising – increasing exposure for brand advertisers who can now target shoppers as they pass through both main thoroughfares of the Bullring’s Upper Level.
Nita Chambers, Head of Commercialisation at the Bullring Shopping Centre said “When we investigated the original screen installation in 2012 we were faced with two choices; (a) screen that’s solely agency-owned or (b) making the investment ourselves in an ADI screen, which allowed us to choose our media partner and ultimately choose what would be broadcast. We chose the latter option which has been successful for Bullring and has led us to add a further screen.”
She added, “ADI have been hugely impressive. The quality of the screen speaks for itself, but their ongoing support and service and maintenance has made ownership a pleasure and also meant that ADI were the natural choice of supplier when we looked to add a further screen to our centre’s digital portfolio.”
Drew Burrow, ADI’s Business Development Manager, told us “The model of screen ownership has proven to be both viable and lucrative for shopping centres, particularly those in the top-tier, where brands are keen to target their desirable audiences of receptive consumers. ADI have worked with more than 10 centres who have chosen to make this investment, and all of our clients have recovered their costs within a 12-18 month period; with a lifespan of 8-10 years they can look forward to a very profitable asset in the coming years. We are now finding that many smaller centres are keen to explore large screen ownership and we hope to replicate a similar model at additional centres across the country.”
ADI are one of Europe’s leading names in LED screen installation and rental. Having installed the first LED screens in UK football back in 1997.
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