Extension of roadside fleet continues as post lockdown traffic numbers return to normal
Premium digital out of home media owner Ocean Outdoor has rolled out seven new locations as part of its XL Network, bringing the total number of locations to 27 and adding Southampton to the large format roadside fleet.
The XL Network now spans five UK commuter cities, delivering 6.8 million impacts per fortnight.
Ocean’s next generation in super-sized, connected DOOH roadside screens is at least 1.5 times larger than a standard 48-sheet. The extended XL Network provides coverage in Glasgow, Edinburgh, Birmingham, Manchester with two new screens on key arterials in Southampton.
Ocean has planning consent for two further locations in Leeds and Newcastle in 2021.
Phase two of the XL Network reflects changing travel preferences in view of Covid-19 restrictions with more people electing to travel by car. Traffic is now back, or close to, pre lockdown levels with a 37 percent rise in the use of cars as an alternative to public transport compared to pre lockdown levels. People living outside of London commute mostly by car.
Brands which have taken spots on the extended fleet include eBay, JD Sports and Tik Tok.
Ocean Outdoor joint managing director Steve George said: “Despite the challenges of 2020, Ocean has remained true to its promise to invest and grow our super premium portfolio.
“Supporting our long term strategy, we are investing in new cities, new iconic large format assets with digitised premium screens, and, as always, integrating new technology to enhance the advertiser and audience experience.
“The world has changed, but OOH has proved its resilience and importance to the fabric of digitally connected cities and digital citizens. Our extended XL Network reflects this, giving brands and advertisers access to the best locations, delivering opportunities at scale as the country gets back on the road to recovery.”
First launched in March 2020, the XL Network is a flexible, data driven channel which draws on live weather, temperatures and traffic information to trigger environmental and contextual content.
Advertisers can also deploy Ocean’s proprietary vehicle detection technology (VDT) to activate content tailored to the specific make and model of the car for optimised and more targeted messaging.