Just over a year ago we brought to your attention, what we called ‘Reuters Big Screen Canary Wharf [1]‘ – yes it can take that long in the City of London to get permission to do something. Here we see them finally work with our good friends at City Gateway Media – the bottom line being that the Thomson Reuters sign at Canary Wharf will now carry advertisements for the first time.
The idea is obviously to try, to some degree, to replicate Thomson Reuters interactive digital activities in New York’s Times Square.
The first campaign that ran was for stockbroking firm Selftrade Investments and next month sees IBM be the first client to take advantage of the cross-media opportunities that Thomson Reuters are touting.
The plan is to create ‘virtual brand channels’ for advertisers and to run activity across online, mobile and outdoor properties – basically in a bid to enable brands to target a wider audience.
Jamie Madill, head of digital ad sales for the UK and EMEA at Reuters Media told us “The sign lets us offer targeted, cross-media advertising for the first time. It gives us the ability to do more interactive ad campaigns, similar to what we’ve been doing in Times Square for some time.”
Thomson Reuters will manage all cross-platform sales but will work with City Gateway Media to market the digital sign.