British motorway service areas typically include buffet-style restaurants, fast-food outlets, a small number of retailers, fuel stations and sometimes cheap hotels.
Installed by cash desks, the centrally-controlled screens will show retailer promotions and advertising sold by Amscreen’s usual agency Digicom, as well as local traffic updates from GPS navigation firm TomTom.
“We have been monitoring the success of Amscreen since the early days and have been impressed with the impact the company has had on the industry. Choosing to have a screen in the forecourt area and one in a WHSmith store guarantees continuity of messaging and ensures that we are maximising every opportunity to showcase our offers and promotions to a captive audience,” said Moto’s retail director Tim Gittins.
It is estimated that the signing will bring more than 2m additional weekly viewers to Amscreen’s network targeting motorway travellers, which already delivers a weekly audience of about 17m via screens in convenience stores at petrol stations operated by firms including BP, Esso and Shell.
As important as the numbers, however, is the increasing dominance that this deal gives Amscreen over the motorway audience – a dominance that makes it unlikely any other network will now secure a major chain of locations.
And the Moto deal is also confirmation that the firm, which enjoys a high profile partly because of its founder, outspoken entreprenur Alan Sugar, has an entree into British boardrooms that few of its digital-signage competitors can match.
www.amscreen.co.uk
www.digicomoutofhome.co.uk
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