One of Manchester’s best-known outdoor advertising sites has been given a major digital overhaul, as Ocean Outdoor and Manchester City Council relaunch Chester Road Roundabout as a DOOH location targeting more than 100,000 daily motorists.
The site, which sits at the intersection of four major arterial routes into the city, has been reconfigured with three new roadside digital screens designed to reach commuters, visitors and matchday traffic heading to and from Old Trafford.
Launching today, the revamped location debuts with campaigns from insurance provider Hiscox and mobile network operator EE, planned through Posterscope with WPP Open Connect (EE) and Media Plus (Hiscox).
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The roundabout has been a staple of Manchester’s outdoor landscape for almost 25 years and was named by The Guardian in 2007 as one of Britain’s most requested outdoor advertising sites, alongside Piccadilly Lights and BFI IMAX.
The new installation replaces four traditional backlit 96-sheet billboards with a fully digital setup comprising a portrait tower, a landscape screen and a digital 48-sheet display. The scheme was designed in collaboration with Manchester-based architects SimpsonHaugh, with ambient controls intended to minimise light spill and impact on nearby residents.
Beyond standard campaigns, the screens will carry public messaging tailored to factors including time of day, weather and traffic conditions.
Ocean also plans to install its Vehicle React Technology at a later date, enabling real-time creative triggered by vehicle data such as make, model or fuel type.
Ocean Outdoor UK CEO Nick Shaw said: “With more than 62 square metres of prime advertising space at a famous intersection accommodating a huge volume of traffic, Manchester City Council’s investment secures Chester Road’s position as an ‘Ask for it by name’ outdoor original.”
The redevelopment forms part of Ocean’s long-term large format OOH contract with Manchester City Council, which was renewed last year.
The agreement also covers 16 existing sites including Two Towers Manchester, the Digi-Bridge on Mancunian Way and Princess Road.
Alongside its council partnership, Ocean operates major DOOH locations across the city including Manchester Arndale, Spinningfields, St John’s and Printworks Manchester, home to Printworks SkyLights – Europe’s largest digital ceiling.
