Digital Billboard - Evening Standard case study
Digital billboard helps brand awareness and promotes news headlines and new products and services
Company
Evening Standard is a newspaper published by Associated Newspapers Ltd, who publish The Mail on Sunday, Daily Mail, London Metro, Ireland on Sunday as well as Loot, an advertising publication. ANL is a subsidiary of the Daily Mail and General Trust plc (DMGT) that also owns Northcliffe Media Ltd. Evening Standard has a circulation of nearly 300,000 copies and a readership of over 700,000.
Needs
The company has been focusing on a number of new initiatives to boost perceptions of the newspaper and improve sales performance.
Digital Billboard Solution
As befits our position as London’s quality newspaper we are embracing this technology to not only keep our customers informed but also present an up to date method of marketing our brand in areas of London with fantastic footfall.
extra units provide an important potential opportunity for a new advertising revenue platform in the form of outdoor media directly linking in to advertising within the paper and online.
A significant part of the Evening Standard’s plans focused on their street presence, with sales through Street Vendors being a major part of their overall sales. This included the introduction of a series of new designs of Vendor street furniture, with the most radical piece of street furniture being a large ‘sentry box’ style unit which had space for a large digital billboard above the Vendor when fully opened.
Comtech were approached to provide the wireless digital billboard and a unique power solution, given all these units stand-alone on the streets and so do not have mains power. Comtech developed a battery-powered version of the extra wireless digital billboard system, which consisted of a weatherproof 32” LCD display for outdoor use. The screens carry newsbills, pictures of the front page and supplements, promotional messages, as well as general brand advertising – all of which are updated directly by the Evening Standard from their offices.
Digital Billboard Benefits
The extra … digital billboard is used to promote the day’s paper and keep Londoners informed. It also helps to promote new products and services such as the new Eros cashless payment card that makes it quicker and easier to purchase the Evening Standard, particularly during the busy commuter rush. Given the lack of high quality digital media above ground in London, the company is also now receiving significant interest from advertisers about even broader use of the screens.
Digital Signage - Solutions
- Lottery Jackpot Communicator
- Newspaper Advertising
- Outdoor Advertising
- Brands
- Retailers
- Point of Purchase (POP)
Newspaper Solutions
Case Studies
Press Releases
Documents
Further Information
Call us on +44 (0)1204 664333 or email sales@comtechm2m.com to find out more about the extra ... digital billboard system.
Picture:
Proud of the past, excited by the future - vendor of 33 years Stephen Skeet with the new extra… system.
