Wildstone, has expanded its partnership with Salford City Council, adding a fifth digital advertising site in a high-visibility location. This new site is situated at the Salford Underpass, Broad Street, A6, and is positioned to capture significant inbound traffic to the city center. The expansion comes after the initial collaboration between Wildstone and the Greater Manchester council in 2023, which involved developing four other digital advertising sites on council-owned land. As part of the agreement, Salford City Council benefits from rental income and regular advertising campaigns on the digital screens, with media sales managed by 75Media, the operator for all five sites, including the new one at the Underpass.
The latest addition features a 96-sheet, 20-meter digital screen, strategically placed in a high-traffic area. The site is expected to generate substantial visibility, with an estimated 228,000 vehicles passing by weekly, translating to nearly 2 million impressions per month. As part of the agreement, Salford City Council will receive annual rental payments along with seven fortnightly campaigns promoting its own initiatives and communications.
Councillor Hannah Robinson-Smith, Lead Member for Culture, Heritage, Equalities, Sports and Leisure at Salford City Council, highlighted the role of digital outdoor media in effectively reaching the public. She noted the success of previous campaigns, including those for litter prevention, election engagement, and recruitment for foster carers. Robinson-Smith also cited the positive impact of digital outdoor advertising on the Household Support Fund campaign, which led to 6,000 applications for aid, and on events such as the Salford Firework Weekend, which drew over 20,000 attendees.
Alex Simpson, Operations Director at 75Media, pointed to the strategic value of the new site’s location, stressing its potential to engage a wide and diverse audience. Simpson described the site as a strong addition to 75Media’s large format network, with significant impressions that offer brands an effective platform for their campaigns.
Mike Duty, Head of Development at Wildstone, expressed satisfaction with the success of the partnership and noted that two additional sites are currently under development. Duty also acknowledged the engineering challenges involved in installing the screen at the Salford Underpass, which required a self-supporting structure due to the location’s unique constraints. The installation was completed through a collaborative effort between Wildstone, Salford City Council’s engineering team, and contractors Titchfield Group.
