Digital media owner Amscreen has launched its new Adlive platform, which allows brands to personalise national advertising campaigns. Adlive is an extended version of Amscreen's Linklocal platform, enabling modifications of national messages for local viewers, and builds on the Flexible National Content proposition.

The platform's first advertiser is car brand Kia, whose 171 UK dealerships will tailor their messages to local audiences in Asmcreen's petrol station forecourt digital signage network. Kia dealers can control the weight of their campaign and choose their catchment area.

Kia's dealer marketing manager David Hart comments: "Driving customers to local dealers is key for us, and by using the Amscreen network, we are able to involve local dealerships in the advertising process whilst still maintaining a unified message."

"Kia and Adlive are showing the true potential of digital outdoor by simply bringing the flexible targeting capabilities of online and combining it with the stature and stand out of digital out-of-home," says Amscreen chairman Lord Sugar.

"I hope to see our unique Flexible National Content and now Adlive platforms changing the way brands think about our business and outdoor as a whole."