Adrian J Cotterill, Editor-in-Chief
JCDecaux, the UK’s largest Digital Out-of-Home (DOOH) advertising company, has announced the launch of Channel Bristol which will see the installation of new premium digital advertising locations across Bristol City Centre.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux told us “We are delighted to be able to partner with Bristol City Council. The new Channel expands our commitment to building a digital communication channel in one of the country’s key cities. By upgrading advertising sites in the Cabot Circus shopping mall and installing new digital screens at Bristol Temple Meads station, this expanded network will create an even stronger offer for advertisers seeking to reach a diverse audience that frequent the vibrant city of Bristol.”
The contract was awarded to JCDecaux by Bristol City Council after a competitive tender, and will see the existing paper advertising displays replaced with a new premium network of 18 double-sided 86” HD digital screens, as well as brand new installations placed in carefully selected locations in the heart of Bristol’s shopping area.
This premium, high-impact advertising network builds on JCDecaux’s pioneering use of synchronisation technology, which ensures any content changes on screens along the same street happen simultaneously. The technology has already had a transformative effect on other premium retail zones, such as Edinburgh’s Princes Street and London’s Oxford Street.
Zoe Willcox, Service Director for Planning at Bristol City Council, told us “This contract was offered up for tender to find an organisation that could work with us to deliver a modern and vibrant city centre. We are pleased that after an open and competitive process we can award JCDecaux this contract and look forward to working with them in fulfilling our ambition for the city’s urban design.”
The new city centre locations will complement JCDecaux’s recent installation of a large format M-Vision screen and a new channel of digital 6-sheets in Cabot Circus shopping mall, which welcomes a footfall of 345,000 consumers every week.
In addition, brands will be able to reach affluent commuters at Bristol Temple Meads, where premium opportunities will include new 70” market leading digital 6-sheets positioned in line of sight along the main station walkway. The Network Rail managed station sees a weekly footfall of 230,000.
In addition to Bristol, JCDecaux has recently also won the contracts to install new Digital Out-of-Home Channels in Hull and Bradford. Channel Hull will feature 22 new digital screens, in 11 prime locations in the heart of the city centre, delivering 900,000 impressions. Channel Bradford will feature 20 new digital screens in 10 prime locations in central Bradford and will deliver 1.3 million impressions.
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