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Ellen Hammett 

Primesight to roll-out new digital roadside panels across UK

Primesight to roll-out new digital roadside panels across UK

Primesight has announced the launch of Network, a new digital proposition that will see the roll-out of a number of roadside panels across the UK.

Currently the only national digital roadside out-of-home initiative in the country, the roll-out will allow advertisers to combine traditional posters with the same sized digital formats in an effort to "amplify messaging" during a campaign's most relevant periods.

The roll-out will begin with five panels across London, Edinburgh and Glasgow.

In London three new digital sites will be available for advertisers on Shoreditch High Street, Commercial Road and Wandsworth Bridge Road, bringing Primesight's total digital sites in the capital to 12.

The digital sites in Scotland will include the M8 - the country's busiest motorway heading towards Glasgow city centre - while the new sites in Edinburgh will be located on Salamander Street where they will target commuters and traffic travelling west into the city.

The second phase of the roll-out is expected to happen later this year and will see new digital panels in Bristol, Cardiff, Leeds, Liverpool and Newcastle.

Primesight hopes to achieve 50 new digital panels by the end of 2015.

The company's CEO, Naren Patel, said: "Digital sites are a crucial part of our portfolio. Our clients have demanded a national network of digital panels and we are confident that we can meet this requirement.

"The decisions we made about the location of these sites were partly attributed to Route data which helped outline where sites should be evolved to digital or new ones should be created to provide the best ROI for our clients."

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