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Ocean Outdoor to upgrade Coca Cola London ad center with 4K LED

December 13, 2016

Ocean Outdoor, an OOH media company, plans to upgrade Piccadilly Lights, an advertising location built in London in the early 1900s, with a 4K LED screen. Coca-Cola and Samsung, two long-time advertisers at Piccadilly Lights, plan to display their ads on the new screen, according to a press release.

Ocean Outdoor will start to deploy the 4K 790-square meter screen in January, and plans to have it completed by fall 2017. The screen will be designed with six full motion segments to create a mosaic appearance. This will also allow four other companies to advertise on the screen alongside Coca-Cola and Samsung.

"At a time when there are more advertising opportunities for brands than ever before, there are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights," Aedamar Howlett, marketing director of Coca-Cola Great Britain and Ireland, said. "The new technology will allow us to be more creative with how we use the space, providing new opportunities to tailor our messages in real time and engage consumers directly with our content."

"Ocean won this tender because we fully understand the need to protect the status of the Lights, but also the need to transform them to maintain that iconic status," Tim Bleakly, CEO of Outdoor Ocean, said in the release. "The solution we have developed retains the innovative nature of the Lights. Ocean also becomes the first OOH operator to introduce a one-screen solution which ticks all the boxes in terms of fully responsive technology."