Digital Billboard In UK Testing Mobile Interaction

SEEN & NOTED: UNITED KINGDOM - City Gateway Media, a UK-based digital out-of-home (DOOH) media specialist, has announced that they will begin testing two-way, real-time mobile interaction at their Manchester Tower digital signage location.

The test is being conducted to assess the effectiveness of mobile interaction for increasing audience engagement in an out-of-home environment. Manchester Tower is at the intersection of London Road and Ducie Street in London's City Centre (Piccadilly) and reaches more than 207,231 people daily (52% Pedestrians/48% Vehicular). The trial began on Wednesday, June 22, 2011 and will continue for several weeks.

City Gateway Media has partnered with Screenreach Interactive, developers of the digital media platform: Screach, which enables two-way, real-time interaction between smartphones and digital screen content. The interactive outdoor test prompts audiences to post their Facebook profile image on the tower's giant digital signage screen. As an incentive to engage, everyone that interacts will be entered into a free drawing to win an iPad2.

City Gateway and Screenreach will present a review of the data collected throughout the project to build an ROI model that works on a CPR basis for advertisers and the digital-out-of-home industry.

“By working with Screenreach we are creating an opportunity to look further into how consumers behave and react to interactive out-of-home experiences. We’re very excited to see and share the results," said Richard Rowley, Sales Director at City Gateway Media.