MANCHESTER is to get a network of ‘smart and savvy’ interactive digital touchscreens.
Visitors will be able to find their way around using touch screen maps, for instance, and communications about events in the city can be tailored and updated based on who’s around and what’s happening.
The 20 screens, to be called the CityLive network, will be located in busy areas of the city centre including Piccadilly Gardens, Market Street and New Cathedral Street. The network will be fully operational from the beginning of autumn.
The network is being introduced by Manchester City Council’s outdoor advertising partner MediaCo and will be 'cost neutral' to the Council. It will combine the latest advertising technology – designed to tailor adverts specifically to their audiences – with an array of useful real-time information for residents and visitors.
Sir Richard Leese, leader of Manchester City Council, said: "The CityLive network is another example of Manchester’s ambition to become one of the world’s leading digital cities.
"These interactive screens are intelligent tools on our streets which, as well as carrying advertising, will enhance the experience of people in the city centre by providing useful real time information. Visitors will be able to find their way around using touch screen maps, for instance, and communications about events in the city can be tailored and updated based on who’s around and what’s happening. Visitors will even be able to check the latest news and weather forecasts.”
Facial recognition technology built into the screens will enable advertisers to target ads based on the age and gender of users. The screens will also enable more tailored campaigns, with more flexibility over times, prices and specific audiences than more traditional sites. MediaCo describe it as "hyper smart” advertising.
Mark Wardle, Managing Director of MediaCo Outdoor, said: "The launch of CityLive marks a significant step forward for us and the media industry. Working with our partners at Manchester City Council, CityLive will provide an unrivalled level of engagement for advertisers and visitors in one of Europe’s most important cities.”
