With today’s simultaneous launch in the outer London boroughs of Bromley, Enfield, Greenwich, Havering and Merton, InLink is now live in half of London’s 32 boroughs.
By 2050 over two thirds of the world’s population will be urban and the InLink focus on high footfall and metropolitan areas allows advertisers to target these urbanites on the go, with a potent combination of high pedestrian and vehicular traffic.
This roll-out swiftly follows the recent InLink launch in Manchester – home to 17 new InLinks – after Primesight’s sustained investment in planning, research and development throughout the 18 months since the first InLink went live.
Primesight’s proprietary eye-tracking research study (conducted with earlier this year with Acuity) proved InLink to be 28% more effective than competitor products – having shown that InLinks are seen from further away and are looked at for longer than other small format in the market.
Further consumer research run through YouGov has shown that Primesight’s focus on content, narrative and features such as weather or TfL status reports will pay off for brands: 75% of consumers feel more positively about brands that sponsor services such as Wi-Fi, charging locations and travel information.
Matt Teeman, managing director, Primesight: “InLink offers busy city centre audiences at scale. We see InLink as a product that’s set apart from other OOH formats. Their height makes them far more visible at a distance, and their free connectivity services have proven to be extremely popular. They embody the technological advances of urban spaces and are welcomed by consumers as a product adding to the urban landscape.
“InLink has a strong focus on community content and the dynamic technology we offer brands gives them the chance to create exciting, interactive campaigns. Brands can use InLink to create on-street interactive opportunities, such as the Vita Coco giveaway we did earlier this year or immediate, heavy-duty downloads, which is ideal for app launches or the release of new albums and movies.
“It’s these very same features that have benefited the 150-plus brands to choose InLink to date.”