Britain’s biggest digital retail outdoor partnership sealed

CBS Outdoor UK and international retail developer Westfield have announced a deal which they say creates Britain’s biggest digital retail outdoor partnership.

The ten-year, multi-million pound partnership involves 100 digital LCD screens being installed alongside four large-format, iconic digital screens in the shopping centre.

With this contract CBS Outdoor UK extends its existing relationship with Westfield at Westfield London and now manages the digital advertising at Europe’s two largest shopping malls.

CBS Outdoor UK now has over 1,700 digital panels targeting audiences via retail hot spots at Tube stations throughout the West End and City, as well as at Westfield’s two premier destinations.

The new partnership builds on a global inventory that includes landmark retail developments like Westfield London, The Mall of America (the largest retail mall space in the US), South Bay Galleria Mall (California), The Square Town Centre and Dundrum (Dublin) and 4,300 GameStop stores in the US, as well as the entire London Underground network and New York’s Urban Panels.

This brings the total number of CBS Outdoor digital retail advertising opportunities to 37,000, more than any other company, it says.

“The digital retail category is fast-growing. In 2010 revenues increased by 11.2pc to $308 million and we believe it will become increasingly important as brands seek to build relationships with the consumer near the point of purchase, to maximise their return on marketing investment,” said Antonio Alonso, CEO, CBS Outdoor International.