JCDecaux has implemented a new network of large-format full motion screens in 'premium' malls across the uk, which it has named M-Vision. Two such displays have been installed at Bluewater in Kent, and one more is in place at Birmingham's Bullring shopping centre.

Essex's Lakeside, Watford's Harlequin, the Victoria Centre in Nottingham and Trinity Leeds will also have M-Vision units installed in 2013. JCDecaux says the screens offer the 'scaled-up glossy magazine display of a digital six-sheet' with 'unprecendented access to audiences'.

"This investment into digital outdoor will give our customers even better access to the aspirational and image-conscious audience delivered by our premium malls," says JCDecaux's managing director of sales Spencer Berwin. "From fashion and beauty to telecoms brands, digital offers enormous flexibility with the ability to run time-sensitive and multiple messaging, reaching millions of shoppers in our malls."

John Lewis will use the Bluewater M-Vision screens and digital six-sheets nation-wide to promote the Nook e-reader in the run up to Christmas, JCDecaux adds.