News

Award-winning Northeast-based media outdoor estate owner, Smart Outdoor, is proud to announce a first-of-its-kind strategic partnership with Shell & Altavia to launch the Shell Station Digital Advertising Network — the UK’s first digital advertising network of its kind at Shell forecourts.

The network will launch in May 2025 with an initial rollout of 688 digital screens across 91 selected Shell petrol forecourts nationwide. Each 32-inch screen will be strategically positioned at the fuel pump, directly facing drivers, and will feature full-motion video and integrated sound for maximum impact.

Designed to capitalise on a uniquely attentive consumer moment, the Shell Station Ad Network delivers unrivalled engagement metrics in the out-of-home space. The integration of live fuel data overlays ensures individualised interaction, while future capabilities — including number plate recognition — pave the way for targeted messaging. Ads are activated the moment a customer lifts the fuel nozzle, harnessing an exclusive window of undistracted engagement — where mobile phone use is restricted, and attention is focused. This one-to-one engagement, combined with advanced reporting, ensures advertisers have full transparency over the exact number of plays and impressions their campaign delivers – guaranteeing they receive precisely what they have paid for.

The full network is projected to deliver over 192 million annual impressions, providing advertisers with a powerful and innovative platform. The screens support a wide range of dynamic creative formats, including contextual calls to action and personalised messaging based on weather conditions, time of day, and key energy moments — all within a single campaign.

“We are so excited to see this network go live. We firmly believe this is one of the most innovative new linear developments in the UK outdoor space in a long time. The screens demand huge consumer attention metrics, making this a phenomenal advertising option for brands across multiple sectors.” Mark Catterall (CEO, Smart Group).