Clear Channel bringing live traffic data to billboards
Clear Channel Outdoor in the U.S. plans to add real-time local traffic information to its entire digital-billboard estate in a bid for commuters’ attention.
The project has launched in Chicago, with the Illinois Lottery as debut sponsor. Most of the city’s Clear Channel digital billboards are showing a ten-second spot every 80 seconds, with winning lottery numbers as well as traffic updates.
“By pairing the traffic and Powerball updates, we were able to leverage the commuters’ inherent interest and instinctual need for information about their commute to deliver the Lottery’s message in a fresh, high-engagement environment,” said Justin Southern, strategy supervisor at the Illinois Lottery’s agency, OMD.
Clear Channel plans to roll out the programme – dubbed Total Out of Home Network – to all 33 markets where it operates digital billboards. In total it has 448 units across those markets.
The billboards will draw traffic data from the firm’s existing Total Traffic Network system, which also provides it to radio and TV stations and online services.
Meanwhile, Clear Channel has enlisted the help of LocaModa to add Twitter and Foursquare interactivity to its digital billboard opposite the new CityCenter complex on the Las Vegas Strip.
“Social media is very much a part of our audience’s daily behaviour,” said Harry Coghlan, president of Clear Channel Spectacolor.
“The Vegas Strip is truly a remarkable place for brands to engage with an audience that is receptive and excited about making purchases. There are few places where you can do that these days,” he said.
www.clearchanneloutdoor.com
locamoda.com
www.omd.com
www.spectacolor.com
Share this article with others
Post to del.icio.us
Printed from http://www.screens.tv/article/11953/Clear_Channel_bringing_live_traffic_data_to_billboards.html
Comment on this article
Skip to comments
We encourage users to analyse, comment on and even challenge Screens.tv's articles, including the one above - 'Clear Channel bringing live traffic data to billboards'
User reviews and comments that include profanity or personal attacks or other inappropriate comments or material will be removed from the site.
Additionally, entries that are unsigned or contain "signatures" by someone other than the actual author will be removed. We will take steps to block users who violate any of our posting standards, terms of use or privacy policies or any other policies governing this site.