Out of home media owner Ocean has rolled out wi-fi across its UK digital out of home (DOOH) network, The Grid, comprising eight screens in six cities. The deployment enables brands to enable the wi-fi connectivity just in the locations where they require it, in order to run more cost effective campaigns.

Trials with partner brands including women’s shoe brand Keds and the National Trust have been running on Ocean’s full motion screens in Canary Wharf, London, St Enoch Glasgow and The Screen @Eat Street in Westfield, London. Ocean says the Keds campaign on Ocean’s Eat Screen delivered a 28 per cent uplift in sales and a 50 per cent conversion rate for the brand.

“DOOH and connectivity go hand in hand,” said Ocean marketing director, Richard Malton. “For advertisers and brands this means they can now plan and execute seamless campaigns across digital out of home, leveraging the proven emotive response that large format digital outdoor delivers to make their creative content work even harder.”

Ocean has also launched Ocean Labs, a dedicated department of creative, technical, experiential, data and DOOH specialists, headed up by Catherine Morgan.