The Manchester Screen, one of the UK’s most iconic out-of-home (OOH) advertising sites, has entered a new chapter under fresh ownership and has immediately unveiled the UK’s largest combined banner and digital billboard. The landmark 306m² digital screen can now be paired with an 834m² static vinyl wrap, creating 1,140m² of continuous display space at one of Manchester’s busiest roadside gateways.
According to new owner Katie Smith, this expanded format marks a step-change for large-format advertising in the North West. Already established as the second-largest digital outdoor billboard in Europe, The Screen wraps around Victoria Warehouse in Salford Quays, capturing over 21.6 million annual impressions from City Centre, MediaCity and major event traffic.
Katie Smith said: “This expansion cements The Manchester Screen’s status as a flagship platform for high-impact campaigns, enabling brands to dominate one of the North’s busiest routes through both static and dynamic formats. By extending beyond the digital display, campaigns can now live seamlessly across physical and digital space — offering an opportunity that’s unmatched anywhere else in the UK.”
The first brand to activate on the newly expanded site is JD Sports, which has launched a statement-making takeover as part of its annual retail conference at Victoria Warehouse. The campaign features JD’s signature bold visuals along with a giant replica of the brand’s iconic yellow bag suspended from the venue roof — creating a dramatic focal point above the city gateway. The installation celebrates JD’s Manchester roots and its reputation for youth-driven, high-visibility marketing.
Katie Smith added: “It’s amazing to see the first full takeover come to life with JD. The display delivers huge impact for conference attendees and everyone travelling between Manchester City Centre and MediaCity.”
Jodie Howe, Director at Edison Media, said: “This campaign shows the power of large-format OOH when creative and context work together. It’s a perfect reflection of JD’s connection to Manchester — confident, visible and impossible to miss.”
Alongside its commercial growth, The Manchester Screen is also expanding its wellbeing and community-focus initiative. This winter it will donate free advertising space to support Men’s Mental Health Month UK, bringing together Feel Good Club – Manchester’s much-loved mental health community hub – with Andy’s Man Club and HEADS, to raise awareness and encourage open conversations around men’s mental health.
