London, UK – In an impressive stride forward for the digital out of home (DOOH) advertising sector, Ocean Outdoor has announced the unveiling of the Printworks SkyLights in Manchester, the largest digital ceiling in Europe, marking a new era in digital advertising opportunities.
The grand unveiling of the Printworks SkyLights took place on March 20, introducing a groundbreaking 1,000 square meter digital canvas that spans across the internal streets and central courtyard of Manchester’s Printworks. This monumental screen stands as the centerpiece of a £21 million refurbishment spearheaded by DTZ Investors, aimed at elevating the Printworks complex into a premier entertainment and leisure destination.
With Printworks drawing in approximately eight million visitors annually, the new digital ceiling is set to generate over 400,000 DOOH impressions every two weeks, offering an unparalleled advertising medium. The Printworks SkyLights screen is designed to host a single brand each month, providing exclusive access to a vast audience in a dynamic and interactive environment.
Ocean Outdoor has pioneered this venture with Universal as the launch partner, featuring a captivating trailer for the much-anticipated DreamWorks action comedy, Kung Fu Panda 4, slated for release on March 28. This collaboration highlights the potential for brands to engage with diverse audiences through innovative and bespoke advertising content.
The LED canopy of the Printworks SkyLights is equipped with cutting-edge technology, enabling complete audio-visual control over the environment. Advertisers have the opportunity to create immersive experiences through DeepScreen® and augmented reality (AR) content, coupled with special lighting, sound effects, gamification, and live data feeds. This interactive platform also includes a large format e-gaming screen, allowing visitors to engage directly with the content and with each other, further enhancing the advertising impact.
Phil Hall, CEO of Ocean UK, emphasized the transformative potential of the Printworks Skylights, stating, “The transformation of Manchester Printworks into an international entertainment destination offers advertisers a chance to really make a statement, reaching diverse audiences with bespoke, shareable OOH experiences tailored for either families or the lively night-time economy.”
The Printworks is situated in the heart of Manchester’s bustling retail and leisure area, encompassing over 20 bars, restaurants, and leisure venues, including Vue’s flagship cinema which boasts one of the largest IMAX screens in Europe. This strategic location further amplifies the advertising reach and effectiveness of the Printworks SkyLights.
DTZ Investors’ Ben Haller reflected on the significance of the development, highlighting the ongoing evolution of consumer leisure habits and the imperative for entertainment destinations to innovate in order to meet high consumer expectations.
Reference: https://oceanoutdoor.com/locations/printworks-skylights/
