More Than 600 DOOH Bus Shelter Screens Will Reach Millions Across UK; Storm to Double London Footprint
UNITED KINGDOM — Last month, Clear Channel announced a major expansion of their digital out-of-home (DOOH) assets across the UK. The company has released additional details which include the installation of more than 600 Adshel Live DOOH bus shelter screens will be installed in 25 of the largest towns and cities nationwide, including Birmingham, Bristol, Cardiff, Glasgow, Leeds, Liverpool and Newcastle, bringing pin-sharp digital advertising to millions of people every day.
In addition, Clear Channel will roll out hundreds of roadside digital signage screens in major cities throughout 2015. Clear Channel’s digital billboard network, Storm, will more than double its London footprint to 20 sites. Storm’s first national screen will go live early next year in central Birmingham.
Clear Channel’s nationwide expansion comes as Clear Channel launches PlayLondon, a new digital network comprised of the London Wrap, a brand new, built-for-purpose network of 40 premium digital 48-sheet screens, that includes Storm and Adshel Live.
According to Clear Channel, their portfolio of DOOH sites uses a state-of-the-art digital content management system called Play IQ that enables dynamic and contextual digital campaigns and provedes advertsers with real-time proof of play. In addition, Play IQ automatically manages digital inventory, including booking and pricing. Storm sites will be the first to use Play IQ, using the new system by the end of Q4 2014, with Adshel Live and London Wrap moving to Play IQ in 2015.
“Just one month ago we announced the first stage of a major expansion of our digital portfolio – PlayLondon,” said Andrew Morley, CEO, Clear Channel UK. “Today’s announcement is the next step in this expansion. This is a significant investment but it is also investment with purpose. Throughout 2015 we will build on our leadership position in roadside digital, focussed on putting the right screens, in the right locations in the right cities.The screens themselves are only part of the story. We are also connecting them all to a state-of-the-art data management system. For our clients, Play IQ means campaigns that are easier to plan, easier to buy, more responsive, more efficient, more transparent and more accountable.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.