WHSmith targets third parties with digital posters

street adWHSmith is introducing digital display screens in the principal windows of 100 of its top stores across the UK, which will carry a combination of WHSmith promotional material and marketing messages, plus third-party national, regional and local advertising.
The first 55” LCD digital display, delivered and managed by StreetAd, went live over the Easter weekend and is now broadcasting in the Harrow store, with the remainder of the network to be completed by the end of May.
StreetAd is responsible for the provision of the screens, operating the network and securing third party advertising and sponsorship deals. It is owned by Activate Solutions Group Limited, the salesforce out-sourcing and marketing services company.
It is claimed that WHSmith has become the first multiple convenience store group to move from traditional posters to digital advertising in its windows, in a shift that marks the future of the British high street, and maintains links with local businesses.
WHSmith group commercial development director Ian Sanders said: “The outdoor advertising industry has accepted digital display advertising as the way forward and retailers on the high street are now realising their real estate is also the perfect platform for digital out of home marketing.
“WHSmith is proud to become the first high street convenience store to make this transition, and the screens will give our stores both advertising and communication standout, whilst monetising our windows with complete compliance and control.”
StreetAd and Activate chief executive Mike Cottman added: “With WHSmith leading the way, we’re confident other retail groups will follow. The time has come for digital screens to replace paper posters. In addition, screens such as these can provide a live platform which can be used to enhance social communication with local customers, as well as deliver voucher issuance and redemption opportunities for retailers, consumers and advertisers in the local area.”

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