Clear Channel Outdoor Holdings, Inc. announced that it is adding to its growing list of digital billboard networks with new displays in some of the largest DMA markets, including Chicago and Philadelphia. Building upon a successful network launch in Los Angeles this May, the company also is launching a second phase in that market this month.
In addition, the company’s El Paso Digital Outdoor Network, which debuted in July, added one of the largest Hispanic DMAs to Clear Channel’s Digital Outdoor Networks. The company has now deployed 76 digital billboards since the first of the year. By the end of this month, Clear Channel Outdoor will be operating 16 digital billboard networks in the following 14 DMAs: Akron, Albuquerque, Chicago, Cleveland, Columbus, El Paso, Memphis, Milwaukee, Minneapolis/St. Paul, Orlando, Tampa Bay, Wichita, and two networks in both Los Angeles and Las Vegas.
“After successful programs in a number of smaller markets, we are now experiencing strong market demand for digital billboards in our larger markets, including the top 10 DMAs,” said Paul Meyer, President and Chief Operating Officer of Clear Channel Outdoor. “The popularity of this new and exciting medium is the result of its unique responsiveness to advertisers’ desires to vary their messages as many times and as frequently as their campaign needs dictate. We are particularly pleased with how quickly our Minneapolis network recently warned the traveling public of that city’s tragic bridge collapse, demonstrating once again the invaluable emergency messaging service we now provide the communities in which our digital networks operate.”
Digital billboards display static messages that resemble standard printed billboards when viewed, but also allow advertisers to remotely and instantaneously change messages. With the opportunity to purchase campaigns cost efficiently by day part, location, or specific demographics, advertisers now can run highly targeted campaigns. In addition, Clear Channel’s Digital Outdoor Networks enable advertisers, such as newspapers and television and radio stations, to deliver real-time information.
Many municipal governments have been quick to embrace digital billboard technology because it affords transportation agencies, police departments and the Office of Homeland Security the ability to instantly post important public safety messages to the benefit of the entire community. Immediate notifications of severe weather conditions, highway closures due to traffic incidents, disaster preparedness needs or Amber Alerts for missing or abducted children can all be delivered to thousands of motorists in real time.