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Large-format digital channel launches in London

JCDecaux has launched LDN Drive – a new large-format digital channel for the capital.

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Campaign magazine is one of the launch partners for the new digital channel

Introducing 68 new screens across 29 London boroughs, JCDecaux says the new channel will reach 60m fortnightly viewed impressions, with screens that are 20% larger than the market average, at 20m².

Disney Theatrical Productions, Esme Loans and Campaign magazine are amongst the launch partners for LDN Drive, which is powered by the DRIVE mobile data-set that allows for optimised audience delivery mapping the unique audience profiles throughout the day and by the day of the week.

“London is a hub of entrepreneurial expertise, so we’re delighted to be a launch partner for LDN Drive, bringing our business loans to SMEs across the capital,” says Veronike Lovett, chief marketing officer of Esme Loans. “The reach of this new channel across 29 boroughs is bringing our message of “good things come to those who go and get them” to businesses looking to grow and develop their business.”

Fiona Pearce from Disney Theatrical Productions, comments: “London is world famous for the quality and diversity of entertainment and theatre, and we are delighted to be a launch brand on LDN Drive, the new digital network to reach entertainment audiences across the capital.

… our launch advertisers reflect London so well - as a business and entrepreneurial hub, for world-class entertainment and for brand-first news

“The opportunity to showcase our two West End musical spectaculars ‘The Lion King’ and ‘Aladdin’ on these premium screens and deliver 10 million viewed impressions to an affluent business and leisure commuter audience is an enticing and exciting proposition.”

The new digital screens, covering key arterial routes, will appear in Aldgate High Street, Battersea Park Road, Brixton Road, Ealing Road, High Street Wimbledon, Kew Bridge, Marylebone Flyover, Old Street Roundabout, South Circular, Tottenham Court Road, Vauxhall Island, West Cromwell Road, Wandsworth Road, Westminster Bridge Road, Whitechapel Road, and York Way.

“LDN Drive delivers the brand-building, brand fame that clients need and now with our partnership with Campaign magazine, it brings Londoners the latest headlines from the world of media and advertising too,” says JCDecaux chief commercial officer, Dallas Wiles. “LDN Drive offers the best of both worlds, it’s broadcast and addressable, with a dataset that optimises the digital creative and targeting opportunities for our clients.

“I’m delighted that our launch advertisers reflect London so well - as a business and entrepreneurial hub, for world-class entertainment and for brand-first news.”

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