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Limited Space has been appointed as a media partner for a DOOH expansion that includes 107 new six-sheet DOOH screens installed across 50 retail and leisure estates
Legal & General (L&G) has appointed out of-home (OOH) agency, Limited Space, as the media partner for a major digital expansion within its retail and leisure portfolio.
The partnership with asset management company L&G will see Limited Space exclusively manage a large-scale rollout of digital out-of-home (DOOH) assets across 50 UK schemes in the L&G portfolio. The rollout is part of L&G’s strategy to modernise and elevate customer experiences across its portfolio.
The expansion includes the installation of 107 new six-sheet DOOH screens as well as two premium wide-format landscape screens.
The initial phase of the rollout, set to be live and operational within Q1 of 2025, will focus on three of L&G’s flagship shopping centres including Beacon Centre in Eastbourne, The Dolphin in Poole, and Jackson Square in Bishop’s Storford. L&G’s remaining network of retail and leisure parks are scheduled to follow in due course.
According to Limited Space, once completed the schemes will form “one of the largest and most advanced digital networks within the UK’s retail and leisure sectors.”
The partnership will expand Limited Space’s digital portfolio into outdoor retail and leisure parks for the first time, as part of its core growth strategy. The strategy has been supported by a multi-million pound investment from DVC Capital which Limited Space first secured in December of 2023.
Denz Ibrahim, head of Futuring & Place at L&G, says: "At L&G, our priority is ensuring our assets are future-fit, relevant, and responsive.
“Digital integration is pivotal in transforming the consumer experience, and this partnership marks a significant stride in our mission to create dynamic, customer-centric spaces. It will enhance value across multiple dimensions by diversifying experiences and revenue streams for our three key stakeholders: occupiers, consumers, and investors.”
Ibrahim also mentions Limited Space’s previous work with contemporary brands as being behind the choice to partner with the company, adding: “Their expertise in introducing new and exciting advertisers into the market perfectly aligns with our ambitions to continually promote our destinations as relevant and desirable spaces where consumers and brands can connect in meaningful and positive ways.”
Limited Space provides a range of print and digital media in retail and leisure locations across the UK, with previous clients including NETFLIX, Disney, Coca-Cola, Ford, and Samsung.
Matt Carroll, co-managing director at Limited Space, says: "This partnership is a landmark moment for Limited Space as we continue to innovate and increase our digital reach across the retail and leisure sector. We are thrilled to be leading the transformation of these spaces and bringing our expertise into the new environments included in L&G’s significant portfolio.”
Limited Space recently collaborated with technology company, Data Jam, to utilise its data measurement tool for the OOH industry.
Data Jam’s ‘Jam Box’ is designed to provide accurate, real-time impression data measurement in a GDPR-compliant manner without the use of cameras, allowing advertisers to track audience movement.
As part of the collaboration, Limited Space is rolling out Jam Boxes across its DOOH portfolio. As of February, the technology has already been integrated in an initial installation phase across 19 shopping centre locations within Limited Space’s network.
