Launching today (June 24), Absen A series screens are being used as part of a digital out of home (DOOH) network in St James Quarter, Edinburgh, during a series of international summer sports fixtures that started with the Euros and ends with the Paris 2024 Olympics. The two new portrait DOOH screens are the first large format pedestrianised full motion screens to become available in Edinburgh, Scotland’s capital city.
The Absen screens are 5m wide x 7.5m high and were chosen by Ocean Outdoor, a facilitator of digital connectivity in the OOH world, operating in 10 major UK cities. Positioned inside the leisure and retail destination, The Screen, at St James Quarter Multrees Walk, and The Screen, St James Quarter Princes Street, the screens complement Ocean’s existing loop network of 31 portrait D6s and one D6 totem.
The two DOOH screens precede the arrival of Team GB’s official fan zone, which opens to the public at St James Quarter from 26 July for the duration of the Paris Olympics. Sadly, they are too late to catch the participation of the Scotland football team in the Euros as the team was eliminated at the group stage.
The completion of the St James Quarter network also facilitates new advertising formats. These include the introduction of DeepScreen Alive to enhance the nine different event spaces housed within St James Quarter. Developed by Ocean Labs and Ocean Studios, DeepScreen Alive brings real-time interactivity to 3D DOOH content, including the use of illusions, theatre and live effects.
Marc Keenan, MD, Ocean Scotland, said: “Ocean’s combination of large and small format full motion screens, together with our bespoke experiential fan zone for the Paris Olympics, gives brands a choice of different formats and immersive environments to engage directly with outdoor audiences in what promises to be an incredible summer of sport.”
He added: “Our continued investment in quality formats, the best locations and tailored audience experiences in partnership with St James Quarter reinforces Ocean’s position as Scotland’s No.1 provider of super premium DOOH in high traffic, high footfall areas.”
Anne Ledgerwood, estate director, St James Quarter, concluded: “The addition of the large format screens not only supports Ocean Outdoor bringing captivating advertising creative to the Galleria, but also provides an opportunity to enhance internal enlivenment via the live streaming of our fashion and music events or brand gamification from pop-ups and activations. We are constantly looking at ways of bringing the unexpected to the quarter and the addition of these screens will provide another channel to engage and excite our guests.”
Since opening in June 2021, St James Quarter has established itself as Scotland’s number one retail led, mixed use destination, with an annualised footfall in excess of 18.9 million and a dwell time of 105 minutes.
The launch partner for the two new DOOH screens is Old Mout Cider with Moutopia, a national branding campaign that transports people to a fruity island fantasy. The campaign was planned through Dentsu X and Posterscope.
