News

By Fiona Ramsay - Media Week

LONDON - London's Evening Standard and regional newspaper group Newsquest are aiming to generate outdoor ad revenues with the rollout of new digital billboards.

The Evening Standard has taken delivery of 30 outdoor "Extra!" units in the first stage of a rollout across the capital. The 32-in screens have been installed in Evening Standard sales booths at major footfall sites including Euston, Fenchurch Street, Farringdon and Waterloo stations.

Comtech M2M, headquartered in Lancashire, has also signed a contract for an indoor version of the "Extra!" system with publisher Newsquest, to target captive audiences at newsagents.

Units can be updated at any time from advertising sales and newsrooms.

Comtech M2M has provided systems to Camelot/National Lottery, BT Redcare, Nintendo, Kraft and Bombardier Transportation.

Matt Harrison, sales and marketing director for the Evening Standard, said: "As befits our position as London's quality newspaper, we are embracing this technology to not only keep our customers informed, but also to present an up-to-date method of marketing our brand in areas of London with fantastic footfall."