Double-Sided LED Screens in Orbit Network Double the Dwell Time


Shopping center media specialist Limited Space has unveiled the next location in the roll-out of its giant-format digital network dubbed ‘Orbit.’ The bespoke site, the thinnest double-sided LED screens installed in a retail environment in the U.K., comprises two back-to-back screens produced by specialist LED designers and manufacturers infiLED. Together, the screens offer advertisers 30 square meters of digital display, catching shoppers from two directions in the high-footfall central atrium of intu Milton Keynes.

Operating at the heart of one of the country’s fastest growing British cities, intu Milton Keynes has an annual footfall of 16 million. These shoppers are comprised of the area’s young, prosperous and booming population that is increasing at twice the rate of the national average.

“We are truly excited to see the third new Orbit screen installed at intu Milton Keynes,” said Limited Space Co-Founder and CSO Samantha Sida. “We are fully committed to developing the best possible in-mall advertising opportunities, and Orbit’s eye-catching and unique features, including full zonal sound and remote LED surround color-change, certainly fulfill this, providing huge creative scope for advertisers and entertainment for mall visitors.”

“This screen will make use of innovative technology and a high footfall retail destination to target shoppers already in a buying mindset with the most engaging digital content,” said intu’s Customer Experience Director Roger Binks.

“We’re rolling out the same kind of technology at intu’s popular shopping centers nationwide to give even more brands the opportunity to flourish at our high footfall destinations across the U.K.”

The site’s sleek design delivers high-definition dynamic display at 4.8-millimeter pixel pitch with full zonal audio on both screens, each measuring 5 meters by 3 meters. In addition, the color of the built-in LED strip installed between the back-to-back screens can be changed remotely to complement an advertiser’s creative.

The ‘Orbit’ network is set to comprise 20 digital screens, both elevated and installed at eye level, by the end of 2017, and 27 by the end of 2018. At that point, the network will reach more than 600 million shoppers annually. Advertisers will be able to take full control of the network or take standard 10-inch, 20-inch or 30-inch slots as part of a six-minute loop. The ‘Orbit’ screens also feature news and weather content alongside advertising.


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