Amscreen, the UK’s largest nationwide digital media network owner, is expanding to foreign shores for the first time following a deal with BP Europe SE. The contract will see digital signage screens installed in forecourts across the continent initially in Germany, Poland, Luxembourg, Switzerland and Austria.

Amscreen claims to have established the UK’s largest digital screen media network, broadcasting on more than 3,000 screens nationwide to an audience of 25 million a week. It says the decision to expand its forecourt network to Europe will see its audience increase to 40 million a week once this initial rollout with BP is complete. This exclusive five year deal will also see BP UK extending its partnership with Amscreen for a further five years.

Amscreen says extensive research was carried out ahead of these developments – including eye ball tracking and exit interviews – which demonstrated several advantages for advertisers, many of whom have an existing global presence. The expansion will offer brands a pan European media network, enabling them to target a much larger audience in real time.

Jurgen Bloemers, marketing and cards director Europe at BP, said: “Following on from the success of our partnership with Amscreen in the UK, it made perfect sense to mirror this onto our forecourt network across Europe. Amscreen’s unique ‘plug and play’ technology is easy for us to install and is sure to modernise digital advertising across European forecourts by centralising messaging, reducing wastage and maximising store compliance.”

Simon Sugar, CEO of Amscreen, said: “We are really excited about our expansion into Europe. After an encouraging two years in the UK we are keen to further develop the network and this deal with BP is a perfect starting ground to mark our entry onto the European market. The user friendly nature of our digital signage technology means that it can be easily rolled out across the continent and we hope to have our screens installed in over 1,800 BP and Aral sites in the coming months. This is just a start for us in Europe and we will be announcing other European forecourt partnerships in the coming months.”