Clear Channel is to launch Play London – the first part of a major expansion of the media owner’s roadside digital outdoor portfolio.
Play London consists of the London Wrap, a brand new, built-for-purpose network of 40 premium digital 48-sheet screens, which were developed by Ultravision International and made available to Clear Channel through its relationship with Active International UK; Clear Channel’s super-premium digital Storm brand, which is set to more than double its number of sites in London to 20; and the LD6 network of 100 central London digital 6-sheets, which is to be rebranded as Adshel Live.
Play London is the first part of a major investment in UK digital outdoor which will see the nationwide expansion of 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.
In recent years, Clear Channel UK has consistently led the market with the deployment of new outdoor advertising technology. From 2013’s introduction of the Connect Mobile Platform – now available at over 25,000 sites, to last year’s launch of Storm and the Playground, its central London innovation showcase.
“London is the United Kingdom’s media hub, and now even more so with the installation of Ultravision International’s dynamic LED screens,” said Mark Chippendale, UK managing director, Active International. “Together with Clear Channel, we have truly transformed digital outdoor media and raised the bar for the advertising industry.”
About Clear Channel UK
Clear Channel UK is one of the world’s leading out-of-home advertising companies with more than 55,000 advertising sites nationwide. You’ll find Clear Channel advertising from Inverness in Scotland to Truro in Cornwall and in every major urban area in between.
From Adshel bus stops to large billboards to the latest digital and mobile technologies, we help brands meet people through a deep understanding of audiences.
Our scale means we work with advertisers to create campaigns that reach people throughout the UK. It also means we have the ability to target communities or groups of people with pinpoint precision.
About Ultravision International
Established in 2008, Ultravision International is a global innovator, manufacturer and distributor of high-efficiency LED displays and lighting with installations across the world. More than 70 percent of the screens in New York’s Times Square were developed by Ultravision International, including one that holds the record as the “largest TV” in the world. For more information on Ultravision International, please visit www.ultravisioninternational.com.
About Active International
Active International consults with the Fortune 1000 on ways to optimize their enterprise assets, typically excess consumer packaged goods, real estate and capital equipment. As the global leader in corporate trade, Active has successfully helped many of the world’s leading brands recover value, reduce costs and increase market share.
Providing a dynamic financial tool and creative marketing solutions, Active has helped its clients improve their business performance, delivering $1.5 billion in economic benefit since 1984. Placing more than $1 billion in media annually on behalf of its clients, Active International is based in New York and has offices in 14 countries. www.activeinternational.com