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
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
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
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.’