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• Play London unveiled as the first stage in major digital portfolio expansion

• London Wrap network of 40 state-of-the-art digital 48-sheet screens to be installed by the end of the year

• Storm to more than double its portfolio of super-premium digital sites

• LD6 rebranded as Adshel Live

Bauer Media Outdoor is to launch Play London 鈥� the first part of a major expansion of the media owner鈥檚 roadside digital outdoor portfolio.

Play London consists of the London Wrap, a brand new, built-for-purpose network of 40 premium digital 48-sheet screens, which were developed by Ultravision International and made available to Bauer Media Outdoor through its relationship with Active International UK; Bauer Media Outdoor鈥檚 super-premium digital Storm brand, which is set to more than double its number of sites in London to 20; and the LD6 network of 100 central London digital 6-sheets, which is to be rebranded as Adshel Live.

Play London is the first part of a major investment in UK digital outdoor which will see the nationwide expansion of Storm and Adshel Live rolled-out to hundreds of premium city-centre sites right across the country. The portfolio will be underpinned by a purpose-built network and back-office system enabling seamless ad-serving across all sites. All Play London sites will be launched by late 2014.

鈥淭his is a significant investment, a significant commitment and a significant moment for UK digital Out of HOme.鈥� said Andrew Morley, CEO, Bauer Media Outdoor. 鈥淭oday鈥檚 announcement is about more than brilliant new screens. This is an investment with purpose; it鈥檚 about the right sites that reach the right audience at the right time. The whole portfolio is supported by amazing back-end technology that will allow brands to effortlessly ad-serve content, adding an extra layer of context to pin-sharp creative.

鈥淏auer Media Outdoor is already the UK鈥檚 number one in digital roadside, and the launch of 50 new sites in London by the end of the year consolidates that position.鈥�

鈥淧lay London is now positioned at the forefront of digital media with the installation of 40 expansive and engaging screens. With this purchase, Bauer Media Outdoor will transform the outdoor billboard advertising landscape and light up London like never before, 鈥� said William Hall, CEO and co-founder, Ultravision International.

In recent years, Bauer Media Outdoor has consistently led the market with the deployment of new outdoor advertising technology. From 2013鈥檚 introduction of the Connect Mobile Platform 鈥� now available at over 25,000 sites, to last year鈥檚 launch of Storm and the Playground, its central London innovation showcase.

鈥淟ondon is the United Kingdom鈥檚 media hub, and now even more so with the installation of Ultravision International鈥檚 dynamic LED screens,鈥� said Mark Chippendale, UK managing director, Active International. 鈥淭ogether with Bauer Media Outdoor, we have truly transformed digital outdoor media and raised the bar for the advertising industry.鈥�