Clear Channel to launch LD6 – a new way to talk to London

Available from 28 November 2011, the new LD6 (London Digital 6 Sheet) platform will be the UK’s first roadside digital street furniture network, with 100 72” HD screens being installed in key locations across the capital, delivering 10.8m impacts per week.

Clear Channel is launching a new premium brand connection enabling advertisers to creatively engage with target London audiences out-of-home. Available from 28 November 2011, the new LD6 (London Digital 6 Sheet) platform will be the UK’s first roadside digital street furniture network, with 100 72” HD screens being installed in key locations across the capital, delivering 10.8m impacts per week.

LD6 will deliver an enhanced experience through the day and night, for consumers on the move. The network will deliver high dwell time, enabling advertisers to capitalise on greater engagement opportunities while harnessing the flexibility and creativity offered by digital technology.

The launch of LD6 will open up new possibilities for advertisers to engage with their target audiences due to its ability to provide increased Context, Immediacy, Interactivity and Creativity.

Greater Context will be provided through the ability to develop bespoke content, book multiple copy changes and tailor copy by proximity. Immediacy will be offered through the provision of dynamic content and real-time updates such as news, weather, travel and links with social media.

“Our advertisers and their brands will be able to engage consumers by maximising time and context on this growing network to deliver powerful, flexible and interactive campaigns in London’s best locations.”More Interactivity will be offered through bespoke links with mobile and social media as well as built-in NFC capability. Enhanced Creativity will be available due to the quality of the HD canvas and the inspiration multiple copy opportunities and increased targeting will provide.

The LD6 network is situated in sought-after locations across the capital, on busy high streets and thoroughfares including Shopping areas (Oxford Street, Upper Street, Shepherds Bush Road, Victoria Street and Baker Street), Entertainment districts (Cambridge Circus, Aldwych, Shoreditch High Street, Camden High Street and Clapham High Street), Transport hubs (King’s Cross, Euston, Victoria and Clapham Junction) and Affluent Residential areas (Wandsworth, Hammersmith, Islington and Westminster).

According to Clear Channel CEO Matthew Dearden: “Our advertisers and their brands will be able to engage consumers by maximising time and context on this growing network to deliver powerful, flexible and interactive campaigns in London’s best locations.

“The launch of LD6, combined with the continued expansion of our digital mall and Socialite networks, is a demonstration of our commitment to significantly invest in developing new channels for our customers.”

As part of this investment, Clear Channel recently promoted Cennydd Roberts to the new role of Head of Emerging Platforms, signalling its intent to work in partnership with new and existing customers as it expands its digital offering and investigates new multi-platform opportunities.
With the launch of LD6, Clear Channel’s digital estate in the UK will now include: small format digital roadside in London, spectacular digital roadside in Piccadilly Circus, large format digital roadside in London, small format digital in malls across the UK, small format digital in pubs and bars across the UK and small format digital in Birmingham Airport. In total, advertisers will be able to book more than 400 digital connection points across multiple environments.

The UK’s LD6 network is one of Clear Channel International’s (CCI) flagship digital launches this year which include a new digital network in the Metro in Stockholm, Sweden and a new digital network in Antwerp railway station in Belgium. In key markets and segments, CCI expects 90% of out-of-home advertising revenues to be delivered digitally by the end of the decade (and in some segments even sooner). By the end of the year, Clear Channel’s total digital out-of-home estate will consist of more than 2,000 panels in nine countries across Europe (CCI) and more than 700 digital displays in 37 US markets. These panels are in multiple formats in multiple environments including airport, rail, metro, malls and spectacular sites.