MediaCo Outdoor has announced the launch of CityLive in Manchester, a network of 20 interactive digital touchscreens that is being billed as “a world first” for advertisers.

Located around major volume pedestrian areas of Manchester city centre including Piccadilly Gardens, Market Street and New Cathedral Street, the state-of-the-art screens will offer brand advertising with full motion capabilities, built-in near field communication (NFC), facial recognition software, HD camera, dynamic audio, RSS feed/weather widgets and city interactive wayfinding.

A mock-up CityLive screen on the Mancunian Way

A mock-up CityLive screen on the Mancunian Way

CityLive will be operational by the autumn and will reach over 2.3 million adult impacts per week across the streets of Manchester.

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.”

The touchscreens will also include real-time audience optimisation software which will allow automated real-time media scheduling.

Mark Wardle, managing director at Manchester-based MediaCo Outdoor, added: “The launch of CityLive marks a significant step forward for us and the media industry. We continually strive to challenge ourselves and the market to offer the most effective outdoor opportunities and to re-address the traditional trading mechanisms.

“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.”