BackLite UK expands landmark series portfolio with Chiswick Towers addition

BackLite UK, a subsidiary of Multiply Media Group (MMG), has expanded its premium large-format outdoor Landmark Series portfolio with the addition of Chiswick Towers, two iconic advertising structures located on one of the main routes linking London and Heathrow Airport.

The 23-metre tall towers, which sit either side of the Chiswick flyover on the M4 and visible on east and west-bound approaches, are equipped with double-sided 768 x 1008 pixel next-generation LED screens which between them reach 9 million road users a month and 1.8 million fortnightly impacts.

The premium assets will be incorporated into BackLite’s Landmark Series – its most exclusive portfolio of screens in prime London locations designed to appeal to high-end advertisers at a time when OOH advertising is delivering a better ROI than any other advertising channel for luxury brands, according to data from econometrics firm Independent Marketing Sciences (IMS). Other assets in the series include The Knightsbridge, The Cube @ Flannels, the Shoreditch Stack and the Wandsworth Roundabout.

While BackLite UK will handle all media sales for the site, the physical assets are owned by Wildstone, the world’s largest owner of outdoor advertising infrastructure.

Eurotunnel LeShuttle and Oura have been revealed as the first brands to advertise at the site.

David Peters, Head of Specialist & Agency at BackLite UK, said: “Chiswick Towers deliver exceptional visibility among commuters, business travellers and international visitors between Heathrow and central London, and we are already seeing high-profile brands take advantage of that reach. Their addition marks another important milestone in BackLite UK’s continued investment in and expansion of its Landmark Series across prime London locations.”