Clear Channel UK [1] first launched the Play brand [2] back in 2011, when it expanded its digital portfolio in malls and this week has seen something of a re-launch with a couple of new announcements…
- Play London comprises, firstly, the London Wrap, a new network of 40 digital 48-sheet screens across London – the first screen installation we are told will take place on October 1, 2014 with the network aiming to be completed by the end of December.
- The second element of the expansion strategy is to double in size the number of its ‘premium digital brand’ Storm locations [3] – a move that should take the number of sites from nine to 20.
- The final stage of the plan is the rebranding of the LD6 network of 100 digital six-sheets to Adshel Live.
Clear Channel CEO Andrew Morley 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.”