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The Drum

London’s Piccadilly Lights ramps up creative outdoor opportunities for brands

London’s most iconic outdoor ad landmark Piccadilly Circus is set to become a more flexible, creative platform for marketers with the launch of a new LED screen.

The screen, which will launch in the coming weeks, will widen the amount of marketers that can use the plaftorm while opening up additional ad targeting opportunities.

Instead of the usual two week in charges and 30 second loops, the screen while curate bespoke ads ranging from a two-hour campaign targeted at commuters in the evenings to a year long-brand residency.

This project is a collaboration between Land securities, owners of the already famous Piccadilly lights and Storm, Clear Channel UK’s premium out-of-home media offering.

Land Securities estimates that over two million people pass through Piccadilly Circus every week with pedestrians making up 70 per cent.

Rob Jewell, asset management director, London West End at Land Securities said: “Space like this has rarely become available for brands, so we’re hugely excited to now be able to provide a bespoke platform that showcases content from some of the most iconic brands in the world.”

This strategy is echoed by Naomi Martin of AMVBBDO, BIMA winner. She emphasised the importance of getting relevant content to the right audiences at the right time.

“It is known in the industry that content is King but in 2014 distribution is going to be Queen. It is important to get relevant content to audiences at the right time,” she said.

The companies are yet to reveal what brands will be launch partners.