Storm transforms iconic Cromwell Road site into Storm Cromination London

Storm Cromination London consists of six consecutive 96-sheet screens sold together as a single opportunity and will be one of the longest digital Out of Home advertising sites in Europe, spanning a vast 72 metres. Storm Cromination London launches on 12th October and will become Storm’s 21st site.
The new site, developed in partnership with Wildstone, will offer advertisers unrivalled creative opportunities through dynamic digital capabilities and Storm’s signature digital nameplates – allowing for total ownership by brands. The site’s famous special build elements will be retained as part of the transformation.
State-of-the-art digital capabilities allow for dynamic and reactive advertising copy and enable the screens to be utilised to suit specific campaign needs – whether this is displaying different brand creative on each screen or working in synchronisation to create one unified execution.
Storm Cromination London is the latest addition to Storm’s rapid portfolio expansion and is part of Clear Channel’s wider digital transformation project. Storm Cromination London follows the recent announcement of three new Storm sites in London – in Billingsgate, Lambeth and Shoreditch, and Storm’s first site outside London – the Queensway Birmingham. These four new sites complement a comprehensive premium offering across London, with further nationwide investment to be announced soon.
As the 21st site in Storm’s portfolio, Storm Cromination London represents a landmark achievement for Clear Channel’s premium large format digital brand, which was launched only three years ago.
Aimee McKay, Managing Director at Storm, said: “We are thrilled to be adding the digitised Cromwell Road to the Storm portfolio. The Cromination is already one of the country’s most famous Out of Home advertising sites and we think transforming the site is the biggest upgrade in UK Out of Home this year. We firmly believe transforming the site to digital while retaining the Cromwell Road’s famous special-build capabilities means Storm can offer advertisers the most creative space in UK Out of Home media.”