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BT and Global agree digital ad partnership

BT has partnered with outdoor media and radio company Global to transform its payphones and kiosks into advertising units.

The 10-year partnership will see Global convert up to 2,000 conventional BT payphones and kiosks into Street Hubs, which are digital units that provide public wi-fi, live communication and, in some instances, extend EE’s mobile network capability. Global will also continue to market and sell advertising on BT’s 959 existing Street Hubs.

Advertisers can purchase placements programmatically via DAX, Global’s digital advertising exchange.

“We are absolutely delighted to continue our partnership with BT for at least another 10 years,” said Stephen Miron, Group CEO at Global. “Street Hubs have become increasingly attractive to advertisers, given their striking presence and prominent positioning on the major streets across the UK. Together with BT, we have very exciting and ambitious plans to significantly expand the Street Hub network, alongside some highly innovative solutions for advertisers. BT have been a great partner, and we look forward to continuing this relationship over the next decade.”

As well as featuring screens for digital, street-level advertising, BT’s Street Hubs feature a dedicated 999 calling button, USBs for free device charging, and touch-screen tablets with public information from local councils.

“BT’s payphones have long been an iconic feature on the UK’s streets – and with the way we all communicate changing, today’s announcement marks a further step into the future,” said Bas Burger, CEO – Business at BT. “There are already almost 1,000 modern digital Street Hubs bringing communication benefits to local communities across the UK. By bringing together BT’s rock-solid connectivity with Global’s unrivalled expertise in out-of-home advertising, we can almost triple this number over the next decade.”