ADI.tv, a U.K.-based LED screen manufacturer, is continuing to grow in the shopping center market, with its portfolio of installations in the sector growing to eight by the end of summer. The latest of these is a 22.5-square-meter (242.19-square-foot) digital media display at The Oracle in Reading.
Further large-format LED screens are planned for Southampton's WestQuay and London's Brent Cross. Most are employed as commercial platform, with a range of brands promoted on-screen via media deals with global advertising partners such as JCDecaux.
"The cutting-edge screen delivers wide-reaching commercial and experiential value for The Oracle, with ADI creating a solution built around the individual specifics of our venue and delivering it ahead of schedule," Deborah Hastings, The Oracle's commercialization manager, said. "ADI's complete project management took any pressures away from our busy team and made the whole process effortless and easy, with ADI also providing the interface between The Oracle and our media partner for the screen."
The high-resolution 6mm SMD screens are center-owned, allowing center management to generate long-term revenues and retain control over its usage throughout the lifetime of the technology. ADI provides a complete project-managed solution, encompassing manufacture, installation, on-going maintenance and support utilizing in-house staff and skills, the company said.
"Our shopping center projects are gaining momentum as further centers discover the value a large format LED screen can provide, not only in creating the optimum retail and leisure environment, but also in increasing their profits," Drew Burrow, ADI's business development manager, said. "With our ability to create and support completely custom screen solutions — which are always built around each individual venue — we were pleased to be the chosen supplier for additional Hammerson shopping center sites, having proven the value of our model initially at the Bullring in late 2012."
The displays are identical in size and resolution across each of the Hammerson sites, created in the form of a scaled-up digital 6-sheet in order to conform to recognized advertising formats and simplify content production. The screens are located in central, high-footfall locations to optimize impact for advertisers, and ADI works closely with each center to create unique solutions built around the venue's architectural features and proposed screen use.
