First Network Of Digital Billboards Announced

The digital advertising revolution for the Outdoor sector has progressed with the launch of the UK’s first network of digital ink billboards.

Clear Channel Outdoor, in conjunction with Magink Display Technologies Inc, has selected ten prime sites in London to build the digital displays on later this year. The network will be controlled from a central hub, carrying multiple ads from five advertisers and one news/traffic content provider.

The new displays will be superior to their older counterparts, as they can be updated instantly and remotely. The nature of the displays provides unparalleled flexibility, enabling advertisers to target audiences at different times of the day with different messages and refreshed creative content.

Clear Channel Outdoor will offer five advertisers and one news/traffic content provider the opportunity to book the network under a one-year contract, each with category exclusivity. Each ad will be five seconds long and repeated every 30 seconds network-wide, across all ten billboards, with each advertiser receiving an estimated 19,000 ad displays a week. The displays will take the form of a series of repeated, high impact static images.

Ran Poliakine, founder of Magink, said: “Together we are going to improve the Outdoor advertising landscape for marketers and consumers. We can’t wait to get started this autumn and look forward to establishing additional digital networks with Clear Channel.”

Recently. Viacom Outdoor announced that it would revamp the London Underground’s advertising network with a heavy emphasis on new digital technology (see Viacom Tube Contract To Lead Digital Ad Revolution).

Clear Channel: 0207 478 2928 www.clearchannel.co.uk