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Digital Brings The Next Generation In Advertising To Scotland

Millions of shoppers at the Braehead Shopping and Leisure Centre near Glasgow are getting a taste of advertising’s future following the Dynamax installation of a large scale digital billboard at the site. The billboard, which has been installed on behalf of media owner Posterplus, is a 4m by 2.5m high resolution LED screen mounted in a prominent position by the shopping centre’s entrance, broadcasting a variety of advertisements from retail giants such as Marks & Spencer and IKEA. Digital billboards are recognized as a massive growth opportunity for the out of home sector for many reasons. Not only can they run more chargeable campaigns than a static sign, but being instantly and remotely updateable they also substantially reduce the logistical cost of replacing each advert.

Posterplus’ Managing Director Gavin Hollywood comments: “It was very important to us, as a media owner, that this flagship installation should be impressive, reliable and desirable for advertisers. With Dynamax we could be sure we were getting a high quality solution which was supported from the UK.” Chris Frampton adds: “I believe that 2007 will be the year that digital billboards become main-stream. They are now springing up all over the world, and media owners such as Posterplus are determined to exploit the opportunities thrown up by the next generation of advertising, ‘Advertising2.0.’”

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