WHSmith has installed digital OOH screens into 100 of its stores which it will use for its own marketing activity as well as that of third-parties and potential sponsors.
The high-street chain has tied up with StreetAd for the roll out.
“The outdoor advertising industry has accepted digital display advertising as the way forward and retailers on the high street are now realising their real estate is also the perfect platform for digital out of home marketing,” explained Ian Sanders, group commercial development director at WHSmith.
“WHSmith is proud to become the first high street convenience store to make this transition, and the screens will give our stores both advertising and communication standout, whilst monetising our windows with complete compliance and control.”
The first screen went live over the Easter weekend in Harrow with the remainder of the network to be completed by the end of May.