Evening Standard replaces billboards with outdoor screens

The London Evening Standard is introducing 32-inch screens across its sales outlets in an attempt to better market its brand. It claims the new system is the 21st century’s answer to the traditional newspaper billboard.

The system, called Extra!, uses mobile technology to allow advertising and headlines to be sent instantly to the newspaper’s major footfall sites, such as train stations.

The Evening Standard has bought 30 outdoor screens as part of a major rollout across the capital, and the battery-operated systems will be installed at sites including Euston, Fenchurch Street, Farringdon and Waterloo stations.

Matt Harrison, the newspaper’s sales and marketing director, says the units “provide an important potential opportunity for a new advertising revenue platform in the form of outdoor media directly linking in to advertising within the paper and online”.

Regional newspaper group Newsquest has also begun to introduce the technology, which is provided by Comtech M2M.

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