Birmingham to get new city centre digital screen network

Some 130 roadside digital screens are set to be rolled out across Birmingham city centre in the coming months, providing plenty of advertising opportunities for retailers, brands and other organisations.

Located in 120 sites across the city centre, in key retail destinations such as Corporation Street, Suffolk Street, and Queensway, the screens will replace existing outdoor advertising with a new connected network.

The screens will be rolled out via a partnership between out-of-home (OOH) media owner Ocean Outdoor and Birmingham City Council. The screens will be managed by Samsung UK in association with Esprit Digital.

A combination of single and double-sided 75-inch screens are viewed by the partnership as a way of boosting the local economy.

Ocean chief development officer, Steve George, said: "Ocean's collaboration with Esprit Digital and Samsung UK in partnership with Birmingham City Council extends our digital cities for digital citizens proposition.

“This is about investing in the very best platforms for advertisers and audiences.”

He added that digital OOH deployment will give advertisers the chance to reach “aspirational, entrepreneurial people in the UK's second biggest city”.

Peter Livesey, CEO of Esprit Digital, called the roll-out “the best-looking digital street furniture yet deployed anywhere in the world”.

The LCD totems feature proprietary Esprit Digital cooling technology and a range of innovative features, and they will all be in operation by the end of this summer.

News of the additional digital screen launch in Birmingham comes just two months after Primark opened the doors to its largest store in the city.

The 160,000 sq ft store on Birmingham’s High Street features a raft of digital signage, and its bold design and illuminated exterior is one of the first buildings shoppers see as they arrive at Birmingham Moor Street station.

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