Scotland’s largest digital billboard launches in Edinburgh this summer

The board will be live this summer and in time for the Edinburgh Fringe Festival and is located within a world heritage site.

PIONEERING Digital Out of Home (DOOH) media owner, GEM Display has announced that it has secured a prime media location in central Edinburgh. The LED ad display site will launch in Summer this year and offers brands an exciting and impactful way of engaging with the millions of commuters, shoppers and tourists that pass through the World Heritage Site each year. The media site will not only become the largest digital OOH ad display in Edinburgh but also the biggest digital display board in Scotland by some margin. It is the first large format digital display within Edinburgh’s World Heritage zone in the city centre where OOH advertising opportunities are notoriously rare and sought after.

The 166-metre squared High-Definition LED display board will be fixed to the exterior of the prominent OMNi Centre in central Edinburgh and will offer brands a stunning opportunity to deliver creativity with contextual relevance. This location, adjacent to the iconic Edinburgh Playhouse and Scotland’s premier shopping destination, St James Quarter, is situated on one of the major traffic routes in the city centre and will face heavy vehicle, bus, tram, cycle and pedestrian traffic. The site launch is due to coincide with the launch of Edinburgh’s long awaited tram extension this summer, in time for the festival season. There is a new tram stop, Picardy Place, opposite and this along with Bus stops, traffic lights and a public garden area will all create high dwell times.

Dave Watson, Head of Sales, GEM, commented: “This is the most significant digital ad display announcement since London Piccadilly was relaunched 5 years ago and similarly it is destined to become an iconic landmark. These sites do not come along very often and even more so because the display is located in a world heritage site. Brands now have an opportunity to be part of all the buzz that Edinburgh offers, from the summer Fringe Festival to the Hogmanay celebrations.”

Digital OOH is set to be a key driver of advertising growth in 2023, as it offers brands unmissable impact, memorability and presence. DOOH provides a wealth of creative opportunities including time-sensitive, location-specific, contextual and other dynamic triggers, providing brands with innovative creative opportunities to engage their audiences. This ensures that brands can not only reach, but creatively engage with audiences better than ever before. For more information, visit

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