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CBS Outdoor has launched what it says is the biggest digital retail outdoor advertising portfolio in the country, deployed at the new Westfield Stratford City shopping centre – itself the largest urban mall in Europe.

Contractors dZine and BF Technology and manufacturers Samsung, Daktronics, Conrac and GDS and were also involved in the deployment, which comprises 100 digital LCD screens and four large-format digital screens, measuring from 5.2 x 4m to 18.36 x 6.9m.

"We're thrilled to see the start of our partnership with Westfield Stratford City, this is the culmination of a lot of hard work," comments Jason Cotterrell, country director for CBS Outdoor UK. "We have with the Westfield team delivered on time and on budget the largest investment in digital advertising displays this year to date."

Lauren Port, media manager from launch advertiser Canon's media planning agency PHD, adds: "The quality of digital OOH screens is very important to Canon. Their new campaign showcases the IXUS 220 HS and its in-built High Sensitivity system.

"The new screens at Westfield Stratford City were perfect for this campaign as they allowed Canon to showcase the camera in a premium environment, with the added bonus of having several key retailers in proximity."