WH Smith advertising screens

WH Smith is to install digital advertising screens in 100 of its stores by the end of May.

The high street retailer unveiled its first 55” LCD screen in its Harrow store over the Easter weekend and will roll out more screens in “prime” locations over the next two months.

The displays will show WH Smith’s own promotional material and advertising from third parties secured by StreetAd, the digital marketing company operating the screens.

WH Smith said the technology would give its stores “advertising and communications standout” as well as generating revenue from national, regional and local advertisers.

StreetAd would not confirm how much WH Smith had invested in the initiative or how much revenue it expected third-party advertising to generate.

The marketing company said digital advertising was “the future of the British high street”. “With WH Smith leading the way, we’re confident other retail groups will follow,” said StreetAd CEO Mike Cottman.

The screens enabled large companies like WH Smith to provide local businesses with a “cost-effective” and “innovative” advertising channel, he added.

“As the high street continues to compete for relevance with consumers, it is projects like this that place the onus on local companies working together to support the local economy, which underlines an inclusive and local community feel for residents.”