Do look up: How DOOH is reaching new heights in Manchester

Manchester, England. We all know it’s one of Europe’s most culturally exciting cities. An influential music scene, two of the world’s most famous football clubs, an inclusive community, and a rich political heritage. It’s a city that is rightly proud of its place in the world.

So it should be no surprise that Manchester is an increasingly attractive hub for brands looking to tap into a large, diverse audience with high purchasing power.

How large? As Britain’s second-most populated city, it is where you’ll find award-winning shopping centres and districts, one of Europe’s largest multi-event venues in the Manchester Arena, a thriving hospitality scene, 100,000 students, 1.3 million tourists, and 2.8 million people who call the city their home. Oh, and the Economist’s Liveability Index named it the UK’s most liveable city in 2023.

Such a vibrant market deserves premium creative solutions, and Ocean Outdoor has been helping brands leverage the city’s considerable potential since first pioneering digital out-of-home in Manchester in 2011. Now, with the launch of the largest digital ceiling screen in Europe at Printworks Manchester, Ocean is taking its creative solutions to the next level.

Dancing on the ceiling 

Ocean has 64 locations in Manchester, making it the outdoor media owner’s second-biggest location among the 16 UK cities and towns it operates in. To date, Ocean has invested more than £40m in the metropolis. The city also has a personal connection with Ocean: its group chief executive Tim Bleakley is a proud local who was born in Rochdale and cut his sales cloth on Oldham market.

“This is a city we have collaborated with for the past 13 years,” says Ocean UK development director Tom Ballantine. “Our investment in unique new OOH environments and formats such as Spinningfields and Printworks SkyLights reflects Ocean’s ongoing commitment to Manchester.”

Printworks, located in Manchester’s centre, is undergoing a £21m digital refurbishment to complement its 20-plus bars, restaurants, and leisure venues, including one of the largest IMAX screens in Europe. The focal point of the refurbishment is Ocean’s recently launched 1,000m² digital ceiling screen - SkyLights.

Spanning above three internal streets and the central courtyard, the LED canopy can use Ocean's bespoke DeepScreen® tech and augmented reality, while gamification and video feeds mean it can be used for interactive gaming by visitors, as well as advertising.

“The transformation of Manchester Printworks into an international entertainment destination offers advertisers a chance to really make a statement, reaching diverse audiences with bespoke, shareable OOH experiences tailored for families or the lively nighttime economy," says Phil Hall, Ocean UK chief executive. “Printworks SkyLights is a formidable addition to our portfolio as both a unique standalone opportunity and as part of our full-motion DOOH corridor.”

Location, location, location 

Ocean’s wider Manchester portfolio includes The Loop at Spinningfields in the city's business, shopping, and leisure district, locations at Manchester Arndale, Piccadilly Gardens and Manchester One. This allows Ocean to position brands in iconic locations and uses super-premium screens that fit - and enhance - the environment.

“Premium OOH in Manchester has two key levers: its young profile and the ability to deliver high levels of measured reach,” says Ocean UK marketing director Marie Le Hur. “Compared to other channels, DOOH exceeds the quality threshold advertisers expect because it is live, it is uncluttered and it is attention-grabbing. Premium small format builds the required cover, while premium large format delivers the ‘peaks’, providing significant value over and above standard OOH sites.”

Giving back 

DOOH gives brands the opportunity to be part of an advertising environment that also benefits the local community. '46% of all OOH revenue goes back into the UK economy’. Source: Outsmart / PwC

“Our partnership with Manchester City Council and private landlords ensures that close to 50% of the revenue is invested directly back into local services and amenities,” says Le Hur. “No other media channel can say that.”

This connection with the local community enables brands to strengthen their relationship with consumers. Establishing strong local connections builds trust and increases recall, while concurrently enhancing brand image by appearing on some of the most premium ad platforms in the world.

Ocean has also invested in helping to uplift communities through sport. Official media partner of Team GB since 2015, in 2022 Ocean also announced long-term partnerships with Paralympics GB and Special Olympics GB. In March this year, Ocean announced a fourth partnership, with UK Deaf Sport and Deaflympics GB. With a blockbuster summer of sport ahead, these partnerships mean Ocean's screens will showcase live action and incredible medal moments to bring fans on the streets of Manchester - and other cities across Britain - closer to the action (see below).

Ocean screens are used for social good too. As part of an initiative focused on night-time safety, Ocean's network of screens was used as part of EE's Stay Connected At Night campaign in Manchester 2022 - a winner in Ocean’s Digital Creative Competition, run with Campaign. Ocean's AR tech provided real-time geo-located travel information for taxis, trains, trams, and buses to help passers-by plan their journeys home in the dark. The screens also brightened when people walked by, making the space feel safer. Additionally, in 2023, Ocean teamed up with the Trussell Trust to alert shoppers to the real-time needs of food banks in the local area across Manchester, Newcastle, Leeds, and Bournemouth - another winning campaign in Ocean’s annual competition.