Contracts & Investments

Ocean Outdoor launches super-sized DOOH screen in Cardiff

Ocean’s first Welsh location extends its XL Network fleet of 24 connected DOOH roadside screens which are at least 1.5 times larger than a standard 48-sheet

Published

June 6, 2024

Rajiv Raghunath

Ocean Outdoor has extended its UK portfolio to Wales, launching a supersized digital out of home (DOOH) roadside screen in a prime position on one of the busiest commuter gateways into Cardiff city centre.

Ocean’s first Welsh location extends its XL Network fleet of 24 connected DOOH roadside screens which are at least 1.5 times larger than a standard 48-sheet. The XL network delivers 5,571,690 million weekly impacts (source: ROUTE 50).

Positioned in Cardiff’s Leckwith Road, the screen is adjacent to Cardiff City Football Club and is in close proximity to the Capital Shopping Centre, a popular retail and dining destination with a spending potential of £32million[1] and a majority audience of 18 to 34-year-olds.

The XL screen launches with a campaign from the BBC promoting its new three part musical drama Lost Boys & Fairies which was filmed in and around Cardiff. Planning was through Talon and Havas Media Ltd.

A 10 minute drive from the city centre, the DOOH location was developed in partnership with Cardiff City Council. A portion of revenue generated will go into the city’s coffers to help support public infrastructure and services.

Local authority supported ads include Into Work, an employment campaign aimed at local job seekers and Foster Care, a recruitment campaign on behalf of Foster Wales.

Ocean UK chief executive Phil Hall said: “Our first Welsh location allows brands to connect with the city’s burgeoning population of young professionals, families, students and commuters. With Cardiff set to become one of the fastest growing cities over the next two decades, the opportunities for advertisers to connect with citizens and visitors are significant.”

Powered by Ocean’s live delivery platform, the XL Network is a flexible, data driven channel which draws on live weather, temperature and traffic information to trigger environmental and contextual content.

Leckwith Road will also feature Ocean Labs’ proprietary vehicle detection technology (VDT) which triggers creative content and messages according to vehicle make and type.

Ocean developed the XL Network based on insights from its neuroscience research studies which correlate impactful creative advertising on large format DOOH screens with long term memory encoding and subsequent purchase behaviour.

Other XL screens are located in Birmingham, Edinburgh, Glasgow, Manchester and Southampton. Ocean’s collection of 16 VDT enabled locations are in London, Newcastle, Manchester, Southampton, Birmingham and Glasgow.