May 2008
Clear Channel Outdoor this week launches the first five LED screens of its digital roadside network in London with five more to be installed by the end of June and 10 more proposed to be in place by the end of 2008. The first five screens are located on key routes in and out of the affluent West, the West End and the City in Chiswick, Billingsgate, the A40 Western Avenue, Fulham Palace Road and Vauxhall Cross.
Rob Atkinson, Managing Director at Clear Channel Outdoor explains: “We believe our network will provide the highest quality digital experience in the best locations. All of our roadside digital LED panels, which are significantly the largest in the UK, have been hand-picked due to their locations on key urban routes in central London that provide maximum dwell time.”
The new panels are high resolution LED screens which use patented BarCo technology that guarantees high clarity and standout. They are in proportion to a 48-sheet billboard but 15% bigger at 6.3m by 3.4m. More than four trillion colours can be displayed and the illumination levels adapt to natural brightness throughout the day.
All the sites have been carefully selected to provide maximum exposure for advertisers, with the majority of panels situated on 30mph routes and all panels are head on to traffic at stop signals, thereby maximising dwell time. Over a two week period, the first 10 screens will offer OTS figures of 6.35m, according to the Department of Transport.
Launch advertisers include Budweiser, Triumph, Fosters, Lucozade and Mars.
The network is initially to be sold in a 60-second loop containing eight advertisers with slots of 7.5 seconds each. Advertisers will be given the opportunity to target consumers with different messages in different mindsets throughout the day. For example creatives can be uploaded to show the latest deals or rotate different copy as the market changes.
Atkinson concludes: “With consumers using more digital platforms and requiring relevant content on demand, the media industry has a duty to constantly adapt and evolve to meet their needs. By introducing the Digital Outdoor Network into its portfolio, Clear Channel Outdoor can help advertisers target hard-to-reach consumers with high quality, relevant messages 24 hours a day.”
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