BackLite UK, a leading premium digital out-of-home (DOOH) media company and part of Multiply Media Group (MMG), has announced the upgrade of its Landscape Gallery portfolio.

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The Landscape Gallery is a portfolio of eight high-quality, high-resolution LED technology large-format digital screens positioned in prime London gateways and dominant commuter routes in London.

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Central to the portfolio’s revamp is the installation of 1440 x 280-pixel digital screens, provided by leading LED manufacturer Daktronics. BackLite UK chose the US-based firm’s 10mm Outdoor Blue displays due to their high quality and contrast, strong sustainability features and industry-leading processing.  

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The upgrades were delivered in partnership with the sites' owner, Wildstone, the world's largest outdoor media infrastructure company.

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Screens in the portfolio include Leytonstone Panoramic, Euston Underpass, Sun in the Sands (Greenwich), Trinity Way (Wandsworth), Malden Way (Merton), Parkway Heathrow, Western Gateway (Ealing), and Wembley Way – all of which are used by luxury brand advertisers and attract 4.5 million impacts fortnightly.  

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The upgrades come at a time when OOH advertising is delivering a far greater ROI for luxury brands than any other advertising channel, with research by econometrics agency Independent Marketing Sciences (IMS) in April finding OOH delivers an average ROI of 12.8x for luxury brands.  

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Jack Fleming, Head of Sales at BackLite UK, said:  

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“This upgrade reinforces our commitment to providing a DOOH platform for luxury brands. Across some of London’s most prominent locations, the Landscape Gallery now offers a world-class advertising environment designed to meet the aspirations of leading agencies and their clients.”  

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Andrew Foster, Group Partnerships Director at Wildstone, said:

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"We're proud to have upgraded these super-premium London sites in partnership with BackLite UK. It's great to see them shine as part of the Landscape Gallery, and this investment reflects our vision to elevate the standards of urban DOOH architecture across prime London locations."