Clear Channel has announced what it describes as the UK’s biggest ever investment in digital out-of-home media. The first stage in a ‘major digital portfolio expansion’, entitled Play London. Part of this is the creation of a new, built-for-purpose network of 40 premium digital 48-sheet (264in diagonal) screens, known as the London Wrap. These LED displays were developed by Ultravision International and made available to Clear Channel through its relationship with Active International UK. Each display consists of 100 of Ultravision’s new 7mm pixel pitch UVOP7 self-contained ‘ultra panel’.
Play London also encompasses an expansion of Clear Channel’s ‘super-premium’ digital Storm brand, which is set to more than double its number of sites in London to 20; also the LD6 network of 100 central London digital 6-sheet (85in diagonal) displays, which is to be rebranded as Adshel Live.
Play London is the first part of UK-wide digital outdoor programme which will see the Storm and Adshel Live rolled out to hundreds of premium city-centre sites right across the country. The portfolio will be underpinned by a purpose-built network and back-office system enabling seamless ad-serving across all sites. All Play London sites will be launched by late 2014.
“This is a significant investment, a significant commitment and a significant moment for UK digital out-of-home,” said Andrew Morley, CEO, Clear Channel UK. “Today’s announcement is about more than brilliant new screens. This is investment with purpose; it’s about the right sites that reach the right audience at the right time. The whole portfolio is supported by amazing back-end technology that will allow brands to effortlessly ad-serve content – adding an extra layer of context to pin-sharp creative.
“Clear Channel is already the UK’s number one in digital roadside and the launch of 50 new sites in London by the end of the year consolidates that position.”
“Play London is now positioned at the forefront of digital media with the installation of 40 expansive and engaging screens. With this purchase, Clear Channel will transform the outdoor billboard advertising landscape and light up London like never before, ” said William Hall, CEO and co-founder, Ultravision International.
Other recent Clear Channel UK outdoor DOOH deployment include 2013’s introduction of the Connect Mobile Platform – now available at over 25,000 sites – and last year’s launches of Storm and its central London innovation showcase, the Playground.