Ocean Outdoor Launches Birmingham's Largest DOOH Installation With Nintendo Campaign
2026-11-07 · via invidis
Ocean Outdoor switched on a new digital out-of-home installation at Birmingham's Lancaster Circus in the first week of November, and the launch content is a Nintendo campaign tied to the company's 40th anniversary. For operators and media buyers watching the UK DOOH market, this is a notable scale play in a secondary city that Ocean says is underserved relative to its audience potential.
The centerpiece is a 500sqm screen, which Ocean describes as the largest of its kind in the West Midlands. It is flanked by two 60sqm portrait banners. The site sits above one of Birmingham's busiest intersections and next to Aston University, giving advertisers a shot at both commuter traffic and a younger student demographic in one location.
The installation is part of Ocean's existing long-term out-of-home contract with Birmingham City Council, under which the agency already operates a mix of roadside formats and city center screens carrying commercial, public information and community content. Lancaster Circus adds to that footprint rather than representing a new client relationship, and Ocean says it now runs 242 screens across Birmingham in total.
The launch creative comes from Nintendo, promoting the remake of its 1988 title Legend of Zelda: Ocarina of Time as part of the brand's 40th anniversary push. The announcement does not say how long the Nintendo content will run on the screen or what follows it.
Ocean is backing the launch with audience data from CACI UK, which the agency cites as showing 75% of Birmingham's population are heavy or medium consumers of out-of-home media, and that OoH is the most consumed media channel in the city. Those figures come from CACI, not an independent measurement body, and the release does not specify the methodology or date of that research.
For the digital signage trade, the deal underlines the continuing push by DOOH networks to combine very large format screens with major entertainment brand tie-ins to justify premium city-center placements, particularly in markets outside London.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The Lancaster Circus Banners, with Nintendo as the brand partner, are the latest additions to Ocean Outdoor UK's OoH network.
UK DooH advertising agency Ocean Outdoor launched a new installation in Birmingham’s Lancaster Circus in the first week of November.
The installation includes a 500sqm screen – the largest of its kind in the West Midlands city. It is flanked by two 60sqm portrait banners. Its location, looking down on one of the city’s busiest intersections, makes it a premium position for advertisers wanting to target local commuters. It is also situated next to Aston University, putting it in a prominent position to target younger audiences.
These banners form part of Ocean’s long-term Out-of-Home contract with Birmingham City Council, under which the agency has installed a mix of roadside formats and city center screens for commercial, public information and community messages.
The Lancaster Circus installation opened with content created for video game brand Nintendo, currently celebrating its 40th anniversary. As part of these celebrations, it launched a remake of its 1988 game Legend of Zelda: Ocarina of Time. The content currently playing on the giant Lancaster Circus screen forms part of this campaign.
Lancaster Circus is one of a total of 242 screens that Ocean runs in Birmingham. According to the agency, OoH is the most consumed media channel in Birmingham, the UK’s second largest city. It quoted figures from CACI UK, which state that 75% of Birmingham’s population are heavy/medium consumers of OoH.