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Bullring shopping centre adds second ADI LED screen

Birmingham’s Bullring shopping centre has invested in a second ADI LED screen, identical to the first ADI screen, installed in December 2012. The 6mm SMD screen is 23sqm and displays full-motion advertising in the Upper Mall West part of the shopping centre.

Nita Chambers, head of commercialisation at the Bullring Shopping Centre, commented: “When we investigated the original screen installation in 2012 we were faced with two choices: A) A screen that’s solely agency-owned or B) Making the investment ourselves in an ADI screen, which allowed us to choose our media partner and ultimately choose what would be broadcast. We chose the latter option which has been successful for Bullring and has led us to add a further screen.”

Chambers added: “ADI have been hugely impressive. The quality of the screen speaks for itself, but their ongoing support and service and maintenance has made ownership a pleasure and also meant that ADI were the natural choice of supplier when we looked to add a further screen to our centre’s digital portfolio.”

Drew Burrow, ADI’s business development manager, added: “The model of screen ownership has proven to be both viable and lucrative for shopping centres, particularly those in the top-tier, where brands are keen to target their desirable audiences of receptive consumers. ADI have worked with more than 10 centres who have chosen to make this investment, and all of our clients have recovered their costs within a 12-18 month period; with a lifespan of 8-10 years they can look forward to a very profitable asset in the coming years. We are now finding that many smaller centres are keen to explore large screen ownership and we hope to replicate a similar model at additional centres across the country.”