The head of Clear Channel UK, a subsidiary one of the world’s largest outdoor advertising company, has claimed its holdings will be greatly digitised in the near-future as interactive ads overtake traditional media slots.
Andrew Morley, chief executive of Clear Channel UK, told the Telegraph that outdoor advertisers are becoming increasingly digital, using technology to link with commuters’ smartphones to provide relevant ads. Such a shift would drastically alter the firm’s ads located in bus shelters and billboards all across the UK.
Morely documented Clear Channel UK’s shift to digital, adding: “This year, we have installed London Wrap, a network of 40 state-of-the-art digital screens around London, doubled the number of London sites of our sister brand Storm to 20 and rebranded our network of 100 central London small format digital screens on bus shelters as Adshel Live.
“That already makes London one of the most advanced outdoor digital advertising environments in the world and over the next year, we will be rolling out the Adshel Live digital programme to hundreds of locations.”
The firm has 700 UK employees who administer ads for over 60,000 locations in the UK.
Clear Channel UK maintains 30,000 London bus shelters, selling ad space on some 5,000 of them. In December however, several of the sites were hijacked in a guerrilla ad campaign targeted at the Metropolitan Police.