The Huffington Post has signed a three-month deal with Outdoor Plus, which will see content from the news site available across Outdoor Plus’ Shopping Centre network though an RSS feed.

The campaign will comprise 36 full- motion landscape screens across 14 key shopping malls nationwide including Bluewater, Manchester Arndale and the Metrocentre in Newcastle.

“We’re delighted to be partnering with Outdoor Plus,” said Isobel Sita-Lumsden, marketing director of AOL UK. “The campaign will offer shoppers across the country the latest HuffPost headlines while on the move. As a digital news site, we see this as a great example of intelligent use of the medium – providing a dynamic, national outdoor live content campaign that is current, accessible and locally relevant.”

The screens will feature live content from HuffPost UK via an RSS feed, which will be updated throughout the day and covering current affairs, sport celebrity and entertainment news.

“We’re also thrilled to be collaborating with the Huffington Post UK. I’m confident that this clever use of digital out-of-home technology will further boost the presence of our sites in the UK and also increase consumer engagement with our mall screens,” Steve Atkinson, commercial director of Outdoor Plus said.

The Huffington Post is the perfect platform to provide consumers with immersive and engaging content.

The initiative is predicted to deliver over 11.5 million impacts every two weeks.