High Street Kensington shopping district gets large digital screen

Out of home (OOH) media company Ocean Outdoor has deployed a full motion, large format digital screen on a shopping arcade in west London.

The landscape digital signage, which measures 5.5 metres wide by two metres high, is located above the exit to Kensington Arcade and faces High Street Kensington tube station, bringing a prime marketing opportunity to brands looking to attract shoppers and commuters.

The arcade is owned by Ashby Capital and is currently home to 16 retailers and office tenants. Daktronics has provided the screen which offers a 1,408 pixels wide x 512 pixels high resolution.

Ocean Outdoor chief marketing officer, Richard Malton, commented: “This is a new premium digital OOH location with upmarket audiences, long dwell times and a high proportion of people (56%) who say they are impulse buyers.”

“The Screen@High Street Kensington is a new opportunity for brands who want to target affluent residents, commuters and shoppers in one of the UK’s most established, busy retail and commuter environments.”

He added: “The luxury goods market is booming in London and this screen connects luxury brands to the most attractive audience in London, just in time for Christmas.”

Ocean has made several major announcements lately. In addition to securing the rights to show Wimbledon tennis and the Rugby World Cup on digital screens at Westfield shopping centres, it is in the process of rolling out a new digital signage network in Birmingham.

Some 130 roadside digital screens are set to be introduced in Birmingham city centre, in key retail destinations such as Corporation Street, Suffolk Street, and Queensway. The screen network is being implemented in partnership with Birmingham City Council, and the screens are managed by Samsung UK in association with Esprit Digital.

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