Birmingham, England, the largest and most populous city outside London, is beginning to look more like a modern metropolis worthy of its spot on the map thanks in no small part to the new large-format digital billboard installed in the heart of the city center.
Positioned opposite House of Fraser and Martineau Place, the billboard known as Birmingham Lights is actually the first of its kind for the city and wraps around two sides of The Square building on the busy corner of Bull Street and Corporation Street. With one side facing the route to Bullring Birmingham and Grand Central and the other to Colmore Row and Snow Hill Station, Birmingham Lights broadcasts digital out-of-home (DOOH) advertising content to tourists and pedestrians in two different directions
Featuring High Dynamic Range (HDR) technology and delivering the highest resolution LED display in the area, the wraparound billboard can be booked by advertisers as one continuous 96 sheet digital screen or as two separate 48 sheet digital screens. The loud and bright advertising epicenter that is Times Square is clearly top-of-mind with this deployment in both design and eye-line placement. Elonex, the company behind Birmingham Lights, was founded in 1986 and transitioned into the DOOH market in 2012 after working primarily with eBook readers. They’ve since laid claim to Europe’s largest roadside LED screen near the M6/M5 interchange and now to the changing face of Birmingham’s advertising efforts.
“Inspired by what we’ve become used to seeing in New York, this wraparound billboard is sure to be a big hit with the Birmingham public and also advertisers wanting to gain maximum exposure in the city,” said Elonex CEO Nick Smith. “Birmingham Lights is certain to enhance the city’s digital architecture and become a major focal point for passers-by, and we’re proud to be leading such innovation in the region.”