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British Land in major digital advertising screen deal

Commercial property company British Land is set to install over 100 new digital advertising screens across its retail estate in 2017, following a new deal with out-of-home ad platform provider, Clear Channel.

The panels will go into centres including Meadowhall in Sheffield; Ealing Broadway in west London; Plymouth's Drake Circus; St Stephen’s in Hull; and Fort Kinnaird in Edinburgh. The deal is an evolution of an existing partnership that started at Meadowhall almost ten years ago.

The digital transformation of British Land's in-centre retail advertising is part of Clear Channel's ongoing investment in smart technology, with the new network of screens set to run on Play iQ, the company's product management platform.

Clear Channel UK will provide a mix of large format and '6-sheet' sized digital screens and interactive digital screens across the centres. The plan is for this equipment to enable increased engagement with consumers via its touchscreen capabilities.

David Isom, commercialisation manager for British Land, remarked: "The partnership with Clear Channel UK is part of our continued drive to enhance the use of technology across our centres and enliven the consumer experience in response to the changing way people live their lives.

"The mix of large format and interactive screens will offer brands the opportunity to better engage with our audience. We look forward to furthering our relationship with Clear Channel and are continuing to explore other opportunities across our £20 billion portfolio."

In addition to driving incremental income into the business, British Land hopes to benefit from insight garnered from customers' use of the screens.

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Clear Channel UK