Destination media specialists, Limited Space, and Capital & Regional (C&R), the UK convenience and community-focused shopping centre real estate investment trust, have launched a new D6 digital out-of-home (OOH) network, marking Limited Space’s first move into small-format digital OOH.
The roll-out sees 40 new portrait digital screens installed across six centres in the C&R retail portfolio. The development reflects the OOH sector’s post-pandemic bounce back, with latest figures showing year-on-year growth of 65% in 2021, drawing in total revenues of £901m as consumers returnto retail centres.
The new network launches with Danish jewellery brand, Pandora and financial network service, Visa.
Limited Space’s investment into digital installations expands its portfolio into the small-format digital OOH market, as part of its growth strategy.
The announcement consolidates Limited Space and C&R’s partnership, following the launch of a new large-format digital network in April 2021.
Matt Gordon, CEO at Limited Space, said: “This is a significant investment in our digital portfolio, and key to Limited Space’s commitment to innovation and growth.
“The network will make our media even more accessible to programmatic and automated buying platforms. For us, it’s about the next step in continuing to build a retail portfolio that delivers impact against any brief and covers all aspects of traditional and digital OOH mediums. “
“Capital & Regional is synonymous with exceptional visitor experiences. This collaboration allows us to deliver connected, valuable engagement across their estate and help advertisers to target some of the most sought-after audiences in the UK, flexibly, dynamically, and efficiently.”
Callum Board, group commercial manager at Capital & Regional, added: “At Capital & Regional our number one priority is ensuring both our retailers and consumers have the best experience possible when at our centres.
“Alongside a number of other initiatives, we have delivered or planned at our community focused portfolio, this latest agreement with Limited Space helps us achieve that goal by increasing our utilisation of the best technologies to inform our visitors and allow our retail occupiers to engage directly with them.
“At the same time, it provides us with a further source of revenue from our portfolio.”