Route Media launches four new roadside screens Out-of-home (OOH) advertising specialist, Route Media, has unveiled four premium digital roadside screens at two of Cardiff’s busiest gateways. Two wide-format digital out-ofhome (DOOH) screens have been installed at Culverhouse Cross, with another two at Queensgate Roundabout in Cardiff Bay. Positioned on the busy A4232 Cardiff Link Road, they capture traffic travelling between Cardiff city centre, Cardiff Bay, the M4, and the Vale of Glamorgan. Route Media has calculated that over 100,000 vehicles pass by the screens each day, which it says creates “one of South Wales’ most prominent roadside advertising opportunities”. Route Media’s investment in Cardiff builds on its presence across the city’s transport network, including digital advertising at Cardiff Bus Interchange and across the wider Transport for Wales estate. The expansion also continues a period of rapid growth for Route Media, whose network now spans more than 1,000 digital and static roadside, rail, and retail advertising locations across Wales and Northern Ireland. By Jonathan Pert 16 email: editor@signlink.co.uk Issue 267 - October | November SignLink SignLinkMagazine printmonthly_signlink DIGITAL | NEWS New campaign implements weather-activated messaging TikTok, in partnership with programmatic digital outof-home (DOOH) platform Displayce, has activated a new media campaign for the Aveeno skincare brand, making it the first skincare and beauty brand in the UK to utilise TikTok’s ‘Out of Phone’ format. The campaign is designed to bring Aveeno’s social-first content beyond the smartphone screen and into high-impact realworld environments. At the heart of the campaign is skincare creator Gemma Adby, whose content has been adapted from TikTok and showcased across a range of DOOH placements. Designed to raise awareness of Aveeno Face Moisturiser SPF 50 and the importance of daily sun protection whatever the weather, the campaign used real-time weather conditions to tailor its message throughout the day. In sunny weather, the campaign reminds consumers to protect their skin from direct sun exposure. On cloudy or overcast days, it highlights the importance of wearing SPF even when UV rays are less visible. This allows Aveeno to deliver timely messages through the campaign, while extending its creator-led content into everyday public environments. Activated programmatically through Displayce across premium screens from JCDecaux UK, Outernet, Bauer Media Outdoor, and Global in London, Manchester, and Bristol, the campaign reached consumers in shopping areas, transport hubs, and along commuter routes. It also marks the first TikTok Out of Phone activation to incorporate realtime weather triggers globally. Dan Page, global head of media and licensing partnerships at TikTok, says: “Out of Phone brings trusted creator-led content off platform and into the real world. Beauty and skincare have always been synonymous with TikTok, so it’s exciting to see our first UK Out of Phone campaign from the category, and even more exciting to see a global first with weather-triggered creative in Out of Phone.” The new campaign follows the recent partnership announced by TikTok and Displayce to expand TikTok’s Out of Phone offering across Europe. The Aveeno campaign reportedly generated over four million impressions, with a brand lift study from Happydemics conducted among 500 respondents recording a very strong brand attribution score that was four percentage points above benchmark, as well as a 24-point uplift in brand image. By Jonathan Pert PPDS releases Philips United LED 3000 Series PPDS, a trading name of TP Vision Europe and MMD-Monitors & Displays, has announced the availability of the Philips United LED 3000 Series, which it says uses energy conscious dvLED panels to make LED technology more accessible to a wider range of businesses. The release comes off the back of PPDS’ recent Philips Signage 2000 Series, which is part of the company’s commitment to providing more investment friendly professional displays. The series is designed for a variety of environments and lighting conditions with four pixel pitch options: 0.9, 1.2, 1.5, and 1.8pp, with the first three options providing 600 nits brightness and 3840Hz refresh rates. The LED series says it has vibrant colours, deep blacks, and uniform brightness, which is suited to brand showcases, advertising locations, as well as automotive, fashion, and retail environments. By Jonathan Pert The campaign was launched on screens across London, Manchester, and Bristol Screens have been installed at Culverhouse Cross and Queensgate Roundabout in Cardiff The Philips Unite LED 3000 Series is available for pre-order, with shipments having already commenced
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