CBS Outdoor International signs first digital advertisers at Westfield London
Tiffany & Co, Yves Saint Laurent, Mulberry, Samsung and T-Mobile are among the launch advertisers who have signed up with CBS Outdoor International to captivate the estimated 20 million consumers a year who will be visiting Westfield London, which opens its doors on Thursday 30 October.
CBS Outdoor International’s digital advertising opportunities include 110 bespoke, 57-inch LCD screens. The screens are housed within stylish pods which have been specifically designed for and by Westfield London, and fit seamlessly into the contemporary environment.
Located on the malls, the pods are double sided for maximum visibility to consumers. Images are in HD, displaying the highest quality image possible to enhance the consumer’s experience of the advertised brands. Three landmark screens will add scale for dramatic impact and visibility.
The largest of the three screens measures 13m x 4.5m and will be located above The Atrium, the main event space within Westfield London - its central position will ensure it is seen by thousands of consumers anticipated to visit each day.
The positioning of the sites as well as the flexibility for both day-part and tactical messages enables advertisers to target their chosen consumer groups at a place and time that most suits. Each screen is linked to a new digital advertising network enabling partners to remotely update their messages on a 60 second loop, at the touch of a button.
Clive Punter, International CEO, CBS Outdoor International comments: “We believe that our unique digital proposition at Westfield will redefine retail advertising in the UK and bring a host of new advertisers into our market. The high production values, flexibility of targeting and stunning retail environment will offer advertisers a premium platform for captivating some of the capital’s most affluent consumers.”
Gill Reid, Head of Outdoor, Mediacom, comments: "Advertisers will always be interested in reaching high-end consumers with money to spend. The increased flexibility and creative scope that CBS Outdoor's digital displays offer, coupled with the premium nature and pure scale of Westfield London, make this a very exciting addition to the out of home market in the UK. We expect this unique opportunity to appeal to a breadth of blue chip advertisers, including many luxury brands who might not have considered Outdoor before."
Dan Matthews, Business Director, Starcom adds: “Starcom are determined to seek out premium environments for Samsung, reflecting the brand's positioning, and digital outdoor forms a core pillar of this approach. Westfield gives us the opportunity to reach the right audience in a very clean, uncluttered ad environment. What we loved most was that the screens have been incorporated into the overall design of Westfield, not as an afterthought.”
Other information on CBS Outdoor and Westfield London:
- As Europe’s largest urban shopping destination, Westfield London is one of the first retail destinations in the UK to feature exclusively digital advertising throughout the interior of the centre.
- CBS Outdoor was appointed as Westfield London’s interior digital advertising partner in 2008 following an extensive tender process.
- Other experiential formats such as promotions, events and brand partnerships will be managed and sold by the Westfield London Commercialisation team.
- This partnership with Westfield London marks the company’s first move into the UK retail advertising market.
- CBS Outdoor also offers a number of other static site opportunities around key entrance points to Westfield London in order to capture individuals at the very start of the journey within the complex.
Westfield London
Westfield London will provide an architecturally stunning showcase for 5 anchor stores and more than 265 luxury, premium and high-street retailers from over 15 different countries. 16 of the stores are making their UK debut, and 40 of the luxury brands will be housed within The Village, a boutique-style area in the complex.
Nearly 50 different eateries boasting 73 awards between them, will be offering some 25 styles and nationalities of cooking. A 14-screen state-of-the-art cinema, gym and spa will open in 2009. Service is a key element of the experience, with an extensive and highly skilled concierge team offering a level of customer service not seen before in a centre.