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Channel 4 Primesight News

Channel 4 wins Primesight London billboard coverage courtesy of OMD campaign pitch


By John McCarthy | Opinion editor

August 11, 2014 | 3 min read

Major UK outdoor ad group Primesight today announced media agency OMD as the winner of its Southern Gateway competition with its entry, a campaign idea for Channel 4, winning £40,000 in digital advertising space.

Channel 4 has won the right to use four billboards in the location

The reward will give the broadcaster access to Primesight’s iconic site on the Elephant and Castle roundabout, one of London’s biggest digital locations.

At the reward site, there is an average of 1.7 million impacts every two weeks. OMD will be using the digital media space to demonstrate the multimedia nature of Channel 4’s programming.

The interactive campaign, which will kick off near the end of 2014, will show commuters multiple time-dependant messages.

Chris Forrester, commercial director at Primesight, said: “OMD’s Channel 4 campaign demonstrated an excellent understanding of what digital OOH and more specifically, the new Southern Gateway Domination, can deliver for the new campaign.

“The campaign best encapsulated the strength and creative opportunities offered by our new digital proposition.”

Kathryn De Keyser, business director of OMD, said: “The Southern Gateway site development offered us a great way to demonstrate the breadth and depth of C4’s offering in a modern and time relevant way.”

Every forty seconds, Channel 4 will have ten seconds of ads on the billboards - for a duration of two weeks - this adds up to a total of 84 hours ad-time.

This comes after the broadcaster last month made an agreement with Coca Cola to exclusively push the 'Share a Coke' campaign.

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