MediaCo Outdoor has announced the launch of CityLive in Manchester, a series of 20 interactive digital touchscreens, which feature built-in near field communication (NFC); facial recognition software and RSS feed/weather widgets.
CityLive will be fully operational by the start of autumn and will reach over 2.3 million adult impacts per week across the streets of Manchester.
Leader of Manchester City Council, Sir Richard Leese said: “The CityLive network is another example of Manchester’s ambition to become one of the world’s leading digital cities. These interactive screens are intelligent tools on our streets which, as well as carrying advertising, will enhance the experience of people in the city centre by providing useful, real-time information.
“Visitors will be able to find their way around using touch screen maps, for instance and communications about events in the city can be tailored and updated based on who’s around and what’s happening. Visitors will even be able to check the latest news and weather forecasts.”
The touchscreens will also include real-time audience optimisation software which will allow automated real-time media scheduling.
Mark Wardle, managing director at MediaCo Outdoor, added: “The launch of CityLive marks a significant step forward for us and the media industry. We continually strive to challenge ourselves and the market to offer the most effective outdoor opportunities and to re-address the traditional trading mechanisms. Working with our partners at Manchester City Council, CityLive will provide an unrivalled level of engagement for advertisers and visitors in one of Europe’s most important cities.”
The screens will be used to provide bespoke research via Oxford Retail Consultants, which will find audience measure based on the uses at each location every day; as well as providing targeting through facial recognition.