Creative DOOH Canvases: Exploring LED Screens Beyond Traditional Formats

How NEW Innovations in LED Technology are opening up opportunities for creativity in the Digital out-of-home sector

In the realm of advertising, capturing the attention of consumers amidst the constant barrage of messages is a perpetual challenge. Digital out-of-home (DOOH) advertising has opened up new avenues for creativity and engagement, but many brand advertisers still find themselves limited by the conventional 16:9 or 9:16 screens.

However, there’s a world of opportunity waiting beyond those confines, particularly with LED screens that can be designed in creative shapes and unusual sizes. In this article, we’ll delve into the realm of creative media screens, specifically exploring the potential of LED displays beyond well-established formats.

The Evolution of LED Technology

The traditional 16:9 landscape and 9:16 portrait formats have long been the standard for digital media screens, offering a familiar canvas for advertisers that transfer across print and TV. However, as technology advances and consumer expectations evolve, there’s an increasing demand for more innovative and attention-grabbing media platforms.

One of the key advantages of the latest LED screen products, such as ADI’s MT Series, is their flexibility. Thinner and lighter than previous generations of LED modules, modern LED technology allows for the creation of screens in virtually any shape or scale – and in more places than ever before.

This offers advertisers unparalleled flexibility to capture attention and stand out from the crowd, with the ability to install screens in more unique and unexpected locations. Imagine a digital billboard that curves around a corner, seamlessly integrating with the architecture of the surrounding structures. Or a towering LED column that commands attention in a busy public venue, or even a digital floor that flows through an entire building. These unconventional applications not only stand out in a sea of traditional screens but also offer new opportunities for creative expression, engagement and a more unique brand advertising experience.

Why go beyond traditional formats?

So, why venture beyond the traditional media formats? The answer lies in the power of innovation and differentiation. Unconventional LED screens not only grab attention but can also create more memorable and immersive content-driven experiences that resonate with audiences long after they’ve walked away. This augments brand relationships with their audiences; creating engaged future ambassadors who may post and livestream campaigns through their own social platforms, sharing their ‘instaworthy’ experiences. This also has the benefit of providing advertisers with a much better – and quantifiable – return on their investment.

For ultimate impact and effect the creative for these unconventional canvases should be bespoke; custom screen content rather than a re-hash of a TV, digital billboard or social media advert, taking into account any unusual audience viewing angles, unique LED screen shape, location and interactive capabilities. 

Leading the way at Manchester's Printworks - A Landmark DOOH Canvas

March 2024 has seen the launch of one of the world’s most unique and unusual DOOH canvases; a 1,000sqm LED ceiling screen that spans the entire Printworks leisure destination in the heart of Manchester.

Complimented by other large-format LED displays on the interior and exterior of the venue, this unique piece of media architecture – created by ADI – demands attention with its vast scale and clever integration with audio and lighting. As far away from the traditional media formats as you could possibly imagine, the largest digital ceiling in Europe has brought genuine innovation to the DOOH market, providing a spectacular canvas where brands can get creative and capture consumer attention like never before.

Audiences are engaged and inspired by the unique venue and viewing experience created by the innovative LED ceiling; not just seeing it for themselves but taking photos, filming and sharing far and wide via social media, which all helps amplify any brand campaigns.

The first advertising campaign has launched on the Printworks ceiling for the release of Kung Fu Panda 4, with media managed by Ocean Outdoor. Alongside selected brand campaigns the Printworks’ LED ceiling and extensive screen network run a wide and varied schedule of atmospheric content that evolves throughout the day, and days of the week.

Creative LED Display Examples

Here are some other ways that creative LED designs are revolutionising DOOH advertising:

In conclusion...

LED screens designed beyond the confines of traditional formats are revolutionizing the world of DOOH advertising, offering brands and media agencies  unprecedented opportunities to captivate and engage audiences in meaningful ways. Whether it’s through curved displays, tall and thin screens, custom shapes and designs, or interactive and multi-sensory experiences; creative advertising screens are proving that DOOH shouldn’t ever be dull. So, dare to think outside the box, embrace unconventional canvases, and explore the full potential of LED screen advertising.

For more information on the Printworks project click here, or to speak to our Sales Team please call 0800 592 346 or email

From Concept to reality


ADI unveil the largest digital ceiling in Europe as part of Manchester’s Printworks Transformation.