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Westfield London to host giant digital advertising screens
 (30-10-2008)

Luxury and tech brands sign up for digital advertising innovation

CBS Outdoor signs first digital advertisers at Westfield London
 (28-10-2008)

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CBS Outdoor wins at the 2008 Fresh Awards
 (09-10-2008)

CBS Outdoor has recently won 5 awards at the 2008 Fresh Awards, held on 9th October in Manchester.

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Viacom Outdoor launches GPS advertising – a global first with Yell.com


In a world first, Viacom Outdoor is adding GPS technology to its fleet of buses carrying digital LED advertising panels in London.

The initiative means each digital bus can automatically change its advertising message to match its location across the capital. This dynamic, location-specific advertising allows advertisers the ability to highlight product promotions near their stores or drive sales of slow moving products in individual areas.

Yell.com is the first advertiser to use the new GPS advertising system as part of a five-month campaign to raise awareness of its local search facility. The technology will allow Yell.com to advertise specific services situated in specific locations, for instance “Find gyms in Marble Arch”.

Jon Lewen, Account Director – Digital at Viacom Outdoor commented: “We are very excited about integrating GPS technology into our fleet of digital buses. We’ve always known consumers on the move consider bus advertising to be personally relevant and visually engaging, and with this new dynamic format we can deliver even greater relevance of messaging and tighter targeting capabilities. The creative and communication opportunities are endless”.

Sarah Shirley, Client Director on Yell at Posterscope added: "The OOH communication strategy for Yell.com is all about reaching consumers in a way that is highly relevant to them, and therefore being location specific is key. Using GPS technology on LED SuperScreens is an exciting development as this has given us the opportunity to tailor the copy according to the location of the buses, enabling us to reach the consumer in a way that is highly relevant to them."

James Davies, Board Director at Hyperspace stated: "Digital is the fastest growing sector within out-of-home advertising due to its ability to add new levels of flexibility both from a media planning and creative perspective. The development of GPS LED SuperScreens is a particularly exciting one and allows us to push the boundaries even further, with location specific copy delivering maximum relevance and resonance with consumers."

The yell.com LED campaign begins on 14th August, with the GPS element live from 1st September. The five month campaign will be split into two and four-week bursts, totaling 14 weeks.

The GPS technology was provided by Hive Associates, and AKQA produced the creative for yell.com’s LED campaign. The outdoor media activity was planned and bought by out-of-home media agency Posterscope and forms part of a wider PHD media campaign which includes online, radio, press.

August 2006