A new outdoor advertising network was launched in London mid-October as one hundred 72- inch HD screens were installed across the capital city. This is the first roadside digital outdoor advertising network in the UK that allows brands to integrate social media and mobile technologies. This advancement uses NFC technology to make use of news, weather, and travel, enabling advertisers to tailor their ads to specific locations.
It is estimated that the ads will have 10.8 million views each week with the advantage of longer dwell times than currently exists with traditional advertising. Clear Channel CEO Matthew Dearden notes: “Our advertisers and their brands will be able to engage consumers by maximizing time and context on this growing network to deliver powerful, flexible and interactive campaigns in London’s best locations.”