In a new development in the 'washroom advertising' sector, eye-level video screens are being incorporated into specially designed urinals.
Specialist washroom media company Captive View plans to install 1000 'viewrinal' screens in 100 locations in the UK in its first year, including the Hammersmith Palais and Hanover Grand, where work is already under way.
Each screen contains a sensor recording the number of times each ad is seen.
Captive View, a joint venture between Digital View, which manufactures LCD monitors, and media company EMJ Plastics, estimates that there are about 125,000 publicly accessible washrooms in the UK, and that the market value of washroom advertising could reach pounds 13m.
Richard Cobbold, Digital View managing director, said that a number of dotcom companies have shown an interest in the medium, including online mobile communications portal breathe.com and ammocity.com, a new lifestyle webzine for 18- to 30-year-olds.
Cobbold added that the initiative will mainly target ABC1s aged 18 to 30, who have a high spending power.