Ocean expands Manchester DOOH network

Ocean Outdoor has redeveloped the Chester Road Roundabout site in partnership with Manchester City Council, transforming one of out of home advertising’s original Ask for it by name locations into a digital roadside hub targeting commuters entering and leaving Manchester.

Located at the junction of four major arterial routes, the site reaches around 100,000 motorists each day. The redesigned layout features three roadside screens positioned to maximise visibility at one of the city’s busiest roundabouts.

Launch partners and site heritage

Chester Road goes live on 26 February with campaigns from Hiscox and EE. Media planning was handled by Posterscope in collaboration with WPP Open Connect for EE and Media Plus for Hiscox.

An advertising structure has stood at Chester Road for almost 25 years. In 2007, The Guardian included the location in its list of Britain’s most requested outdoor sites, alongside Piccadilly Lights and BFI IMAX.

Digital redesign and environmental controls

The redevelopment replaces four backlit 96-sheet panels with a portrait tower, a landscape screen and a digital 48-sheet display. Ocean Outdoor worked with Manchester-based architects SimpsonHaugh on the design, integrating ambient light controls to reduce potential light spill and minimise impact on nearby residents.

The screens will display commercial advertising alongside public messaging tailored by daypart, weather and traffic conditions. The location also captures commuters, visitors and sports fans travelling to and from Old Trafford. Ocean Outdoor plans to install its Vehicle React Technology at a later stage, enabling real-time creative triggered by vehicle data such as make, model or fuel type.

Nick Shaw, UK CEO, Ocean Outdoor: "With more than 62 square metres of prime advertising space at a famous intersection accommodating a huge volume of traffic, Manchester City Council’s investment secures Chester Road’s position as an Ask for it by name outdoor original."

Expanding Manchester footprint

Ocean Outdoor renewed its long-term large format out of home contract with Manchester City Council last year. The agreement also covers 16 existing screens, including Two Towers Manchester, the Digi-Bridge on Mancunian Way and Princess Road.

Beyond the council estate, Ocean Outdoor operates digital out of home contracts at Manchester Arndale, Spinningfields, St John’s and Printworks Manchester, home to Printworks SkyLights, described as Europe’s largest digital ceiling.

www.oceanoutdoor.com

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