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UK DOOH co. Amscreen invades Europe with BP

Amscreen, which says it is “the U.K.’s largest nationwide digital media network owner,” announced that it is expanding to foreign shores for the first time following a deal with BP Europe SE. The contract will see digital signage screens installed in forecourts across the continent initially in Germany, Poland, Luxembourg, Switzerland and Austria.

In just two years Amscreen has established the UK’s largest digital screen media network, broadcasting on more than 3,000screens nationwide to an audience of 25 million a week, according to the company. The decision to expand its forecourt network to Europe will see its audience increase to 40 million a week once this initial rollout with BP is complete. This exclusive five-year deal will also see BP UK extending its partnership with Amscreen for a further five years.

Extensive research was carried out by Amscreen, including eye tracking and exit interviews, ahead of these developments, all of which demonstrated several advantages for advertisers, many of whom have an existing global presence, the company said. The expansion will offer brands a pan-European media network, enabling them to target a much larger audience in real time.

“Following on from the success of our partnership with Amscreen in the UK, it made perfect sense to mirror this onto our forecourt network across Europe,” said BP Marketing and Cards Director Europe Jurgen Bloemers in the announcement. “Amscreen’s unique ‘plug-and-play’ technology is easy for us to install and is sure to modernize digital advertising across European forecourts by centralizing messaging, reducing wastage and maximizing store compliance.”

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