New outdoor LED screen “is London’s largest”

by SCREENS.tv staff

The digitisation of London’s roadsides continues apace, with media owner Big Sky Banners launching what it says is the single largest commercial digital screen in the British capital.

The outdoor LED display at Hogarth Roundabout on the A4 in west London spans 105 square metres but has a pixel pitch of just 12mm, Big Sky’s Gary Newton told SCREENS.tv.

Installed in November and going live last month, it is passed by 2m vehicles each week. Advertisers can use the whole screen for one image or split it into sections.

Launch advertisers included 20th Century Fox, American Airlines, L’Oreal, LG, Motorola, Sky TV, and Warner music.

Each advertiser has a seven-and-a-half-minute slot, occupying a quarter of the half-hour loop. Ratecard is ?36,000 ($58,000) per fortnight.