British digital out-of-home operator Amscreen is making its first move across the English Channel. A deal with the European arm of one of its biggest clients, fuel retailer BP, will sharply increase Amscreen’s audience and may be a harbinger of further European rollouts.
It will install its advertising screens in the stores of BP Europa’s fuel stations across Europe, starting in Germany, Poland, Luxembourg, Switzerland and Austria, and expects this rollout to increase its current weekly audience of 25m to 40m.
Those territories are likely to be followed by Belgium and the Netherlands, where BP Europa – which operates gas stations under the BP and Aral brands – also has sites.
In total, BP Europa has some 3700 locations, and the first stage of Amscreen’s rollout will reach about half of them.
“We are really excited about our expansion into Europe. After an encouraging two years in the UK we are keen to further develop the network and this deal with BP is a perfect starting ground to mark our entry into the European market,” said CEO Simon Sugar.
“The user-friendly nature of our digital-signage technology means that it can be easily rolled out across the continent and we hope to have our screens installed in over 1800 BP and Aral sites in the coming months. This is just a start for us in Europe and we will be announcing other European forecourt partnerships in the coming months.”
The five-year deal also includes an extension of Amscreen’s current relationship with BP in Britain.
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