Storm upgrades London's Coventry House with Daktronics LED curved display billboard

Nov. 10, 2014
BROOKINGS, S.D. – Storm, Clear Channel UK’s super-premium brand, has unveiled a brand new, state-of-the-art display from Daktronics (NASDAQ-DAKT) of Brookings, South Dakota, at the company’s Coventry House site in London’s iconic Piccadilly Circus. Recognized as one of the world’s most famous digital billboards, the new display was chosen by leading electronics company and long-term resident of the site, LG.

This new 48-meters-squared advertising panel has a one-of-a-kind curvature that matches the aesthetics of Coventry House’s rooftop. The screen features Daktronics’ 13HD product, a premier through-hole LED technology with adjustable brightness that beautifully displays digital advertising even in bright sunlight.

The display delivers contextual advertising that can be triggered by different factors, including weather and time of day. Last year, Storm worked with British Airways and leading media agency OgilvyOne to deliver a world-first advertising campaign that was triggered by planes flying over the site.

Darren McKay, sales director at Storm, said, “Coventry House is one of the few full motion digital screens available in central London. The new screen looks fantastic and we are excited to work with LG and other leading advertisers to create stunning advertising that people will remember.”

“Daktronics is proud to manufacture and install this iconic display for Clear Channel and LG in this premier location in Piccadilly,” said Patrick Halliwell, Daktronics UK Managing Director. “It will be a great feature of our 13HD video product’s first use in this type of application and marks another showcase installation in Piccadilly for Daktronics.”

Earlier this year, Storm and LG announced a three-year extension to their Coventry House site partnership, extending the advertiser’s relationship with the screen to 10 years. Storm has the flexibility to offer Coventry House to other advertisers for tactical campaigns as part of the agreement.

Storm is part of PlayLondon, Clear Channel’s new digital proposition that also includes the London Wrap, a new, built-for-purpose network of 40 digital 48-sheet billboards across London, and Adshel Live, a network of 100 digital 6-sheets on key London high streets.

About Storm
Since launching in October 2013, Storm has changed the face of out-of-home advertising. Its stunning sites are designed to showcase brands brilliantly through the creative flexibility of full ownership. We are ripping up the out-of-home rulebook and finding ways that challenge the way we all think. We’ve moved away from two-week in-charges to a connected, efficient and modern approach. We believe we represent true evolution in the out-of-home market.

About Daktronics
Daktronics helps its customers to impact their audiences throughout the world with large-format LED video displays, message displays, scoreboards, digital billboards and control systems in sport, business and transportation applications. Founded in 1968 as a USA-based manufacturing company, Daktronics has grown into the world leader in audio-visual systems and implementation with offices around the globe. Discover more at

Cautionary Notice: In addition to statements of historical fact, this news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995 and is intended to enjoy the protection of that Act. These forward-looking statements reflect the Company's expectations or beliefs concerning future events. The Company cautions that these and similar statements involve risk and uncertainties which could cause actual results to differ materially from our expectations, including, but not limited to, changes in economic and market conditions, management of growth, timing and magnitude of future contracts, fluctuations in margins, the introduction of new products and technology, the impact of adverse weather conditions and other risks noted in the Company's SEC filings, including its Annual Report on Form 10-K for its 2014 fiscal year. Forward-looking statements are made in the context of information available as of the date stated. The Company undertakes no obligation to update or revise such statements to reflect new circumstances or unanticipated events as they occur.


Daktronics - Justin Ochsner, Public Relations/Marketing

Clear Channel:
Guy Melzack, Communications Manager, Clear Channel UK
D: +44 (0)20 7478 2970
M: +44 (0)77 2521 9321

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