CBS Outdoor expands into digital roadside advertising with Site 76 screens
CBS Outdoor has expanded its digital offer into roadside advertising with the launch of a digital billboard on the M4.
The billboard, named ‘Site 76’ will feature two high-definition LED screens placed at an angle facing east and west, with a width of 7.7m and height of 2,8, and will aim to reach 76 million people each year.
Simon Harrington, marketing director, CBS Outdoor UK, commented: “Whilst our roadside competitors name their screens after the shape of the structure, we are very much an audience led business and regard ourselves as platform agnostic. It was important therefore for the name of the new site to reflect our positioning in the market. We deliver urban audience engagement and will continue to look for strategic opportunities to expand, allowing us to deliver this valuable audience to advertisers.”
Jason Cotterrell, country director at CBS Outdoor UK, added: “We hope Site 76 will be the first of many exciting developments in this area as we look to further bolster our portfolio in the UK and to enhance our extensive digital reach in the capital.”
“What will set it apart from other roadside screens is the flexibility that we will offer advertisers, who can target travellers at bespoke times with tailored messages appropriate to that time or day, whether they are travelling in or out of London. We have also focussed on making this accessible to all advertisers with an appropriate view on pricing. Additional flexibility will be available in the way it can be purchased, either as a standalone opportunity or packaged with other digital screens in Westfield or London Underground.”