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Clear Channel charges forward with investment in weather-sensitive technology

Clear Channel is investing in weather-sensitive technology for its larger digital screens to adjust their brightness according to changes in the weather.
The investment follows the installation of Clear Channel’s first solar powered bus shelter and billboard in the last 6 months.
Chris McClelland, specialist partnerships at the outdoor media owner, said it wanted to exploit a growing trend for advertising campaigns to interact with the weather. Brands including Stella Artois and Corsa have experimented with weather-activated outdoor ads as they look for new ways to build engagement from the ad formats.
“We’re seeing more and more digital campaigns activated by a change in temperature or even an increase in pollen count – it’s great to see technology being used to add an extra level of contextual relevance.”
Clear Channel recently released new research which found that the out-of-home sector needs to better educate marketers on emerging technology due to low levels of awareness. The study of 200 marketing professionals showed that less than a third were aware that the medium offered contactless technology, motion detection, QR and NFC integration or facial recognition technology.
Via: The Drum

OOH market set for consolidation as buyers circle Clear Channel & Exterion Media

The European outdoor advertising market is set for a major shake-up following news that private equity firms TPG Capital and Blackstone are circling both Clear Channel and Exterion Media with a view to merging both businesses to leverage economies of scale.
The £2bn merger would see the former rivals put on the same team after Clear Channel’s European arm was placed on the market last year as its parent firm iHeartMedia struggles to pay down its debt.
In the UK it is a familiar presence on the side of bus shelters and roadside billboards and has been valued at around £1.6bn.
Exterion is a much smaller firm based in the UK after being wound out of media conglomerate CBS and is being lined up to provide immediate scale, although current owner Platinum Equity, has yet to commit to any deal.
 
Via: The Drum

Clear Channel UK awarded the Glasgow Street Furniture

Clear Channel UK has been awarded the Glasgow Street Furniture contract by Glasgow City Council. The contract, which came into effect on 3rd January, is for a period of five years, with the option to extend for up to 60 months. The out-of-home media owner, which currently operates street furniture contracts under its Adshel brand in over 300 local authorities, has been given the use of the advertising space located within 600 Glasgow City Council-owned bus shelters and is also responsible for their cleaning and maintenance.
As part of the contract, Clear Channel will upgrade 50 bus shelters with its Adshel Live digital screens. All city shelters will be fitted with Clear Channel’s ‘Connect’ Mobile Platform, allowing people to engage with advertisers by accessing interactive content via their smartphones, including games, vouchers and videos.
Dave Huckerby, Clear Channel Development Director, said: “We are delighted to have been awarded the Glasgow Street Furniture contract and are looking forward to maintaining the shelters, upgrading the paper estate and digitising fifty locations in the city to create new revenue streams. We are excited to be working with Glasgow City Council to offer the people of Glasgow engaging advertising.”
 

On the Edge: Augmented Reality Bus Shelter

AFA JCDecaux Denmark has made great creative use of OOH advertising and augmented reality by running a prank campaign for On the Edge, a Danish movie based around the popular theme of illegal racing.
To set up the prank, AFA JCDecaux placed a 2m² digital screen on the interior face of a bus shelter and hid a full HD camera on its exterior face. The camera streamed the live street scene onto the internal face of the bus shelter, so it appeared to people waiting for the bus like they were looking through a glass panel into the street.
The  ad creative showed an out of control car hurtling towards them, flipping over and crashing into the bus shelter!
After the shock and to the relief of the startled travellers, two of the main characters from the movie showed up giving out free cinema tickets to watch the movie.
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Via: JCDecaux One World

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