Clear Channel‘s ‘Play London’ movement forms the first stage of an overall investment in UK digital outdoor, which will feature the nationwide expansion of Storm and Adshel Live with hundreds of sites planned across the country.
At the beginning of October, the media owner’s network saw its first real steps of development, as its ‘London Wrap’ incentive saw the first of forty 48-sheet installed. The remaining screens are set to be completed prior to the start of 2015, in anticipation of the expansion strategy’s second chapter – doubling the size of its digital offering – with the number of premium digital Storm sites set to increase from nine to twenty. The plan concludes with the re-branding of the LD6 network of 100 digital 6-sheets to Adshel Live.
Andrew Morley, Chief Executive of Clear Channel said:
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.