More Group claims a first with scrolling 48-sheet billboards

The More Group is launching two new outdoor advertising products with the first new billboard format in more than a decade and a scrolling 48-sheet that could lead to day part advertising in the UK.

The More Group is launching two new outdoor advertising products

with the first new billboard format in more than a decade and a

scrolling 48-sheet that could lead to day part advertising in the

UK.



It will launch Golden Squares, 20ft by 20ft front-lit elevated

billboards, on 1 June in 20 London sites. Most of the sites will be in

the West End and central London. Yahoo! has signed up as the first

advertiser, with Saab following in the second half of June.



The last format launched was the 32-sheet Europanel, which was devised

by Mills & Allen in the mid-80s.



More is the first UK company to introduce scrolling 48-sheets. These

will consist initially of three faces and will increase to six by the

end of the year. It will be the largest scrolling format in the UK and

could lead to the introduction of day part advertising for the first

time.



Last year Mills & Allen, which was acquired by JCDecaux, announced that

it would launch scrolling 48-sheets this summer.



By October it plans to have 150 of these sites.



Julie France, sales and marketing director of More, said the scrolling

48s will offer advertisers opportunities for tighter targeting. ’With

six faces we might have a morning, afternoon and evening

advertiser.’



Stevie Spring, More’s chief executive, said: ’Golden Squares is the only

alternative to a landscape billboard in the UK and only More Group is

offering it. We’ve heard lots of talk from competitors about offering

scrolling 48s, but yet again More Group will get there first.’



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