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Microsoft launches Media Wall in Manchester

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Microsoft has been announced as the launch partner for the new Manchester Media Wall by the boutique media company Ocean Outdoor, an agency that specialises in large-format digital billboards in iconic locations. The company's latest board is one its largest and most elaborate creations yet, measuring over 140 metres squared and wrapped by a brand-able vinyl surround. It has been erected above the busy inner city ring road in Trinity Way, and is the first billboard of its kind in Manchester. The billboard is expected to make almost one million impacts per fortnight, given the location and the sheer size of the screen.

Microsoft has been announced as the launch partner for the new Manchester Media Wall by Ocean Outdoor

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This is the third full motion media wall produced by Ocean for the UK, and will be the biggest of its kind in the city. Similar walls are also currently in operation in Liverpool and London, with the media wall in Liverpool officially the largest in Europe. They also produced the stunning exterior media wall for the IMAX cinema in Waterloo, which covers the circular theatre in a dramatic 360 degree design. The Microsoft campaign by Empowering Media will be showcasing the Lumia 735 smartphone, a campaign which will also be rolled out across Ocean media walls in Birmingham and Liverpool.

The Manchester Media Wall from Ocean Outdoor

Romy George, client director at Empowering Media, said: “Sites of stature like the Manchester Media Wall demonstrate the rapid evolution of digital out of home,” which gives them “A superb canvas from which to showcase the next generation Lumia smart phones in a dynamic, creative environment.” Ocean marketing director Richard Malton, adds that “The addition of the Manchester Media Wall to Ocean’s portfolio is another step in the progressive roll out of DOOH across the UK.” He feels that their “Investment in the Wall delivers everything advertisers expect from an Ocean site; an iconic location, innovative design, the very best technology and above all, a premium audience.”

Sites of stature like the Manchester Media Wall demonstrate the rapid evolution of digital out of home” Romy George

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There appears to be a growing demand from advertisers for premium OOH space, which will inevitably lead to the further roll out of large format digital displays, such as the ones produced by Ocean. In an illuminating article published on the agency's own website, head of creative service Catherine Morgan, says that she feels “The scale and impact of DOOH (Digital Out Of Home) provides the perfect canvas to engage consumers as they go about their everyday lives,” and that it's “the familiarity of these giant screens that means, as consumers, we can instantly relate to interactive campaigns within the DOOH environment.” She also adds that by placing their walls in familiar locations, “The familiarity of the setting adds to the share-ability online,” and cites a few recent examples of content creation through DOOH, “Which have gone viral on social media, extending the consumer experience well beyond its initial location.”

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