Ocean Outdoor Retains Canary Wharf DOOH Contract, Plans AR Push
2026-08-05 · via invidis
Ocean Outdoor has renewed its digital out-of-home contract at Canary Wharf in London, keeping its position as the sole operator of the district's screen network after a competitive tender. The agreement was signed between Ocean Outdoor UK and Canary Wharf Group (CWG), which owns and manages the mixed-use district.
Ocean has run more than 40 DOOH screens across Canary Wharf since 2021, spanning pedestrian zones, roadside locations and retail areas. The renewal keeps that footprint intact and, according to the companies, sets up further investment on the site.
The most notable existing asset is the trio of synchronized screens at Reuters Plaza, part of a separate 15-year partnership between Ocean and CWG. Those displays were fitted with pinhole cameras last year to support mixed-reality content, and Ocean says it now plans to build on that with a broader program of augmented reality experiences across the estate. The announcement mentions installations, projections and potentially drone shows, though no timeline, budget or technical specifics are given.
Why the renewal matters
For DOOH operators, holding onto a site like Canary Wharf is as much about signaling as revenue. The district drew 76 million visitors in 2025 according to CWG, and its screens sit alongside premium retail, office and residential traffic that advertisers pay a premium to reach. A competitive tender means Ocean had to defend the contract against rivals, and retaining it keeps a flagship reference site in Ocean's UK portfolio at a time when landlords and place managers increasingly treat digital screens as part of the broader tenant and visitor experience rather than pure ad inventory.
Stuart Fyfe, CWG's managing director for retail, leisure and hospitality, frames the digital estate as central to the district's identity, which reflects a wider trend of property owners wanting screens that do more than run static ad loops.
What's not spelled out
The announcement does not say what technology sits behind the AR rollout, which vendors are involved, or how the drone shows would be regulated and scheduled in a district with significant pedestrian and river traffic. It also does not give a timeline for the expansion or say whether the AR program applies to all 40-plus screens or only select sites like Reuters Plaza. Operators watching this space will want to see whether Ocean's AR ambitions translate into a repeatable format other landlords could license, or whether this remains a one-off showcase tied to Canary Wharf's specific positioning.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
At one of London's most prestigious DooH locations Canary Wharf, Ocean Outdoor remains the network's operator. The out-of-home specialist plans to expand its offering with augmented reality experiences.
Ocean Outdoor has renewed its existing DOOH contract in London’s Canary Wharf. The out-of-home operator won the deal through a competitive tender. It secured the advertising rights for the mixed-use district in east London. Ocean Outdoor UK and Canary Wharf Group, or CWG, signed the agreement.
Since 2021, Ocean has exclusively managed more than 40 DOOH screens of varying sizes across the complex. The locations throughout the district range from pedestrian zones to roadside and retail areas.
CWG and Ocean Outdoor have also partnered on the premium DOOH screens at Reuters Plaza. The collaboration spans 15 years. The three synchronized displays at the station entrance received pinhole cameras last year, enabling mixed-reality experiences.
Canary Wharf is considered a prestigious DOOH location. The district has grown into a diverse area with retail, office, residential and leisure space. In 2025, it attracted 76 million visitors.
“Canary Wharf has evolved into one of London’s most dynamic destinations, and our digital estate is a key part of our story,” says Stuart Fyfe, managing director for retail, leisure and hospitality at CWG.
Given the location’s significance, Ocean plans to expand its offering on site. According to the company, it will roll out a program of immersive audience experiences. These will use augmented reality, including installations, projections and potentially drone shows. The initiative is meant to further strengthen Canary Wharf as a visitor destination.