News

London Gateway digital sign going up for bid

March 24, 2011

U.K.-based Independent online trading platform MediaEquals is running its first premium media auction, selling exclusive year-long rights to advertise on London's largest digital screen.

The rights to "The London Gateway," a more than 100-square meter sign located near the Hogarth Roundabout, connecting central London to the M4, M25 and Heathrow Airport, will cover the 12-month period from Oct. 1 to Sept. 30, 2012.

According to the announcement from MediaEquals, the sign has a traffic audience of 4 million per 14 days and is viewed head-on by three lanes of traffic heading out of central London as traffic exits the roundabout back onto the A4, by three lanes of traffic from the A316 into central London and Chiswick, and by three lanes inbound from Heathrow to central London.

The whole screen can be used as one full-length feature display or split into sections, and content can be rotated as often as the advertiser chooses, or even include a live data feed, or real time-data triggers that automatically update content.

In keeping with the spirit of the London Organizing Committee of the Olympic Games and Paralympic Games, to protect the interests of official sponsors of the London 2012 Olympic Games, this media item will be auctioned to 2012 Partners first. The reserve price has been set at £675,000 for a 12-month exclusive period and will be offered to all 2012 Partners to bid for the item on April 6. If the reserve isn't met, bidding will open to all other advertisers after that time.