British Land has signed a significant digital advertising contract with Clear Channel UK to install over 100 digital advertising panels across its regional and local multi-let retail portfolio. The initiative supports the company’s vision to create Places People Prefer by enlivening the consumer experience in response to changing modern consumer lifestyles.
In addition to driving incremental income into the business, British Land will benefit from enhanced consumer insight to further its already strong understanding of consumers which informs its strategy and benefits occupiers by increasing retail spend. The transaction represents a first for both British Land and Clear Channel UK in its scale.
State-of-the-art digital advertising panels will go into centres including Meadowhall, Sheffield; Ealing Broadway, W5; Drake Circus, Plymouth; St Stephen’s, Hull; Glasgow Fort; Fort Kinnaird, Edinburgh; New Mersey, Speke and Teesside, Stockton. The deal is an evolution of an existing partnership that started at Meadowhall almost ten years ago.
Clear Channel UK will provide a mix of large format and ‘6-sheet’ sized digital screens and interactive digital screens across the centres. This will enable increased engagement with consumers through touch screen and interactive technology which engage all five senses and allows occupiers to understand their customers better through advertising and product placement. The Meadowhall screens will also have bespoke design features that will reflect the distinct districts being delivered as part of the centre’s substantial £60m internal refurbishment which is due for completion by the end of 2017.
The digital transformation of British Land’s in-centre retail advertising forms part of Clear Channel’s ongoing investment in smart technology. The new network of screens will run on Play iQ, Clear Channel’s product management platform.
David Isom, Commercialisation Manager for British Land, said: “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.”
Chris Pelekanou, Commercial Director for Clear Channel UK, said: “We’re delighted to be working with British Land on the digital transformation of advertising across its nationwide retail portfolio. Building on our long-standing partnership in Meadowhall and Drake Circus, the introduction of digital screens will provide flexible, dynamic advertising for brands, and unforgettable media experiences.”
The digital advertising panels will be installed over the course of 2017.
