Ocean expands Leicester Square DOOH

The 166-square-metre curved screen is flanked by two existing portrait LED screens. The combined display supports full-motion and static advertising, brand takeovers, special activations and events.

Ocean Outdoor has launched The Curve, a large-format digital out-of-home advertising screen in London's Leicester Square, adding 240 square metres of combined LED inventory to the West End location.

The screen overlooks the main pedestrianised walkway leading into Leicester Square from Charing Cross Road. It is owned by West End property company Soho Estates and sits behind bespoke curved glazing incorporated into the building's facade.

Nick Shaw, CEO, Ocean Outdoor UK: "Surrounded by theatreland and home to some of the UK’s biggest red carpet moments, The Curve gives brands a presence in the heart of one of the world’s most famous entertainment districts. As we enter the golden quarter, I can’t think of a better stage to capture audiences, influence intent and prime Christmas messages."

Ocean Outdoor expands its West End advertising portfolio

The Curve is one of two commercial advertising opportunities in Leicester Square, alongside the site owned by Vue Cinema. Ocean Outdoor manages both locations as part of its West End DOOH portfolio.

The company's other London sites include Landsec's Piccadilly Lights, two 50-square-metre banners on Regent Street and a large-format screen in Carnaby Street.

Leicester Square offers brands high-footfall DOOH exposure

The Curve is part of the ongoing evolution of Leicester Square, with Ocean Outdoor planning to use the screen for full-motion and 3D DeepScreen-style content during film premieres and cultural, community and charity events.

Leicester Square attracts more than 2.5 million visitors each week and up to 250,000 visitors a day during peak periods. Average dwell time is reported at two hours and 25 minutes, while the square hosts more than 50 red-carpet film premieres annually.

The location is also home to the world's largest LEGO store and provides links to Covent Garden, Piccadilly Circus and Soho. Leicester Square Underground station records around 40 million entries and exits each year.

Illuminated signs have been present in Leicester Square since 1904, contributing to its longstanding role as an entertainment and cultural destination in London.

www.oceanoutdoor.com

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