In an attempt to generate outdoor advertising revenues, London's Evening Standard and regional newspaper group Newsquest are launching campaigns on new digital billboards.

The Evening Standard has installed 30 of the 32-inch outdoor screens, called “Extra!” units, in Evening Standard sales booths near areas of major foot traffic in London, such as at Euston and Waterloo stations.

While the Evening Standard's “Extra!” system will be run outside, Newsquest will have an indoor system.

Comtech M2M, based in Lancashire, runs the wireless advertising system. The screens, which deliver headlines and create new advertising revenue opportunities, can be updated at any time from newsrooms and advertising sales. Previously, Comtech M2M provided systems to BT Redcare, Nintendo, Kraft, Camelot/National Lottery and Bombardier Transportation.

Matt Harrison, sales and marketing director for the Evening Standard, told Brand Republic the newspaper is embracing digital signage “to not only keep our customers informed, but also to present an up-to-date method of marketing our brand in areas of London with fantastic footfall.”