The More Group is launching two new outdoor advertising products, with the first new billboard format in over a decade and a scrolling 48-sheet that could lead to day part advertising in the UK.
The company will launch Golden Squares, 20 ft by 20 ft front-lit elevated billboards, on June 1 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 billboard format launched was the 32-sheet Europanel, which was devised by Mills & Allen in the mid 1980s.
More is to be the first UK company to introduce scrolling 48-sheets, which will launch in June in 20 London sites. These will consist initially of three faces, increasing 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.
Julie France, sales and marketing director of More Group, said that the Scrolling 48s will offer advertisers new opportunities in the outdoor market in terms of tighter targeting of audiences. "With six faces we will be in the unique position of offering day part advertising, which no-one has done before. So we might eventually have a morning, afternoon and evening advertiser."
Stevie Spring, chief executive of More Group, 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."
At the end of last year Mills & Allen, which was acquired by JCDecaux, announced that it would be launching a scrolling 48-sheet displaying three ads within the next two years.