Bullring

Indoor screen at the Midlands' leading retail location

Digital Billboard

Screen content is sold and managed by JC Decaux

In Action: Birmingham Bullring

Advertising big screen at one of the UK’s leading shopping destinations.

ADI’s 22.5m² 6mm high resolution display at the Bullring in Birmingham is operating as a large format digital media platform for advertisers – with screen hardware owned by the shopping centre and media sold by digital out-of-home giants JC Decaux as part of their M-Vision shopping centre screen network.

The new installation demonstrates an increasing trend within the retail sector for shopping centre ownership of screen hardware: rather than following the traditional media-funded model, many centres are choosing to invest in their on-site digital signage infrastructure since it offers far greater control from a commercial and content perspective.

The Bullring, Birmingham

The Bullring, based in the heart of Birmingham, is one of the most popular destinations for retail therapy in the UK and features over 160 stores – with an average weekly footfall of 750,000.

ADI’s screen is positioned above the main entrance of the Bullring’s Upper West Mall, an area of high footfall which opens onto street level, and one of the centre’s main thoroughfares. For those shopping in this area of the centre – where retailers include UGG and Boden - the LED display shows digital advertising content in broadcast quality. ADI created a bespoke solution for the Bullring which also incorporated steelwork engineering to support the large screen. The contemporary installation is styled to fit with the Bullring’s modern architecture, and its sleek, edge-less design sits well against the venue’s glass and metal features.

Located in a high footfall location at the centre, the large format allows brands to achieve stand out, while signposting potential purchases to shoppers and helping create the complete shopping centre experience.

Monitoring

In addition to the installation, ADI provide the Bullring with a full service and maintenance package. The screen is monitored remotely from the Live Venue studios utilising HD CCTV cameras – which allow for early diagnosis of any potential issues – as well as full remote access into the processing and content management rack meaning that any issues can often be resolved quickly, without the requirement for an engineer to visit site.

Comment

“ADI’s screen solution has helped us to create a commercially valuable feature and high impact focal point to the Upper Mall West area of the Bullring – with a design which fits perfectly within the contemporary, premium retail environment we have created and providing a stunning digital canvas for brands to reach an affluent consumer audience.”