Redbus to launch digital six-sheets in universities

For the initial rollout of the network, Redbus will install 60 high-definition six-sheets at 35 universities, including Glasgow, Warwick and Imperial College London, to complement its existing six-sheet network across 120 campuses.

Redbus manages outdoor media in student unions, restaurants, bars and clubs in universities across the country. A spokesman for Redbus said its network reaches "almost all" UK universities.

The digital expansion is part of the outdoor media group's investment strategy to expand in existing and new environments. Earlier this year, Redbus won the contract to sell Asda trolley media without a pitch.

Alan Valler, group sales director, said: "The student environment is perfectly suited to digital media. The audience is extremely tech-savvy and fully connected. The opportunity to reach such a large concentration of the UK’s young adult population in an imaginative way is compelling.

"We are giving advertisers a platform that, along with our existing six-sheet network, provides a perfect opportunity to engage an audience who are completely switched on to out-of-home and mobile media."

Valler said advertisers should look to incorporate Near Field Communications, QR codes or augmented reality to "deliver truly joined-up communications that really bring their campaigns to life".

Redbus raised its profile in outdoor media when it bought the assets of beleaguered media owner Streetbroadcast in April 2009, beating the more established media owner Primesight in the process.

Stefan Borson, chief executive of Redbus Media Group, said: "This investment is part of a wider programme to transition a large proportion of our estate to a premier, digital HD portrait format.

"We are planning significant investment across our whole business to enable our clients to use new technology to engage audiences more effectively."

This article was first published on mediaweek.co.uk