Adrian J Cotterill, Editor-in-Chief
Destination media specialists, Limited Space, and Capital & Regional, a UK convenience and community focused shopping centre REIT, have launched a new D6 digital out-of-home network. This is Limited Space’s first move into small-format digital OOH.
Callum Board, Group Commercial Manager at Capital & Regional, said “At Capital & Regional our number one priority is ensuring both our retailers and consumers have the best experience possible when at our centres. Alongside a number of other initiatives, we have delivered or planned at our community focused portfolio, this latest agreement with Limited Space helps us achieve that goal by increasing our utilisation of the best technologies to inform our visitors and allow our retail occupiers to engage directly with them. At the same time, it provides us with a further source of revenue from our portfolio.”
The new roll-out sees 40 new portrait digital screens installed across six centres in the C&R retail portfolio, representing some of the UK’s top community retail locations, and will extend audience reach for flagship locations. The development reflects the OOH sector’s powerful post-pandemic bounce back, with latest figures showing year-on-year growth of 65% in 2021, drawing in total revenues of £901m as consumers flood back to retail centres.
The new network launches with Danish jewellery brand, Pandora and financial network service, Visa. Pandora’s campaign, booked through media agencies Carat and Dentsu (Poesterscope), is designed to support the brand’s Mother’s Day activity, leveraging the continued and repeat standout offered by the network to drive footfall into proximity stores. Visa’s campaign, booked by Starcom, focuses on core brand awareness and online payment protection.
Limited Space’s investment into digital installations expands its portfolio into the small-format digital OOH market, as part of its core growth strategy. Including Samsung 4K/Ultra HD LED displays, supplied by Concept Signs, the D6 roll-out, with its category-leading resolution quality, will deliver one of the most advanced and engaging small-format digital offers in the retail environment.
The announcement consolidates Limited Space and Capital & Regional’s partnership, following the launch of a new large-format digital network in April 2021. The new screens complete an overall connected experience offered by the partnership, with Limited Space becoming the sole media provider across the majority of C&R’s retail locations, including digital, static and experiential opportunities.
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