Interesting to see in the Clear Channel Outdoor announcement of a few days ago, that the LA Times is using the former’s NEW network of Digital Billboards in LA to display ‘news content, editorial features and products’ and that they have agreed on 8 second lengths running back to back 8 times to make a 64 second segment length.
PHOENIX – [March 5, 2008] – Clear Channel Outdoor Holdings, Inc. (NYSE: CCO), today announced that the Los Angeles Times Media Group, will promote its portfolio of products via Clear Channel Outdoor’s digital billboard network. Set to display exclusive news content, special editorial features and products, as well as Times events, the network was chosen for its progressive technology. Accordingly, Clear Channel Outdoor has developed a customized, Web-based interface to enable a unique aspect of the 10-week campaign which allows The Times to display select, differentiated news as-it-happens – directly from its newsroom. The eight-second spots began appearing on February 24 with Academy Awards coverage, and run simultaneously on 10 electronic displays with a combined reach of 455,300 people per day, according to audited Daily Effective Circulation (DEC) tabulations.
Today also marks the launch of Clear Channel Outdoor’s third network of digital billboards in Los Angeles in less than a year. With 30 units now operating, advertiser demand for a third network evidences the popularity of this exciting medium, which is uniquely responsive to the desire of advertisers to change their messages as often and as frequently as campaign needs dictate.
“The Los Angeles Times stands out as a true innovator in the use of this new advertising medium, which not only expands awareness of the company’s brands, but enables it to stay in up-to-the-minute touch with its readers and Web site visitors over the course of the entire day,” said Paul Meyer, President and Chief Operating Officer of Clear Channel Outdoor. “We are pleased with the increasing demand for digital billboards in densely populated, major markets like Los Angeles, where our networks deliver real-time information effectively while at the same time reinforce brand awareness.”
With the opportunity to run campaigns by day part, the digitally displayed messages will direct audiences to multimedia news and information at www.latimes.com and The Times print edition, as well as promote such offerings as the upcoming Los Angeles Times Festival of Books and the new Metromix L.A. events, culture and nightlife guide. The electronic billboards are located in high-traffic areas of Los Angeles, including Santa Monica, Robertson, Wilshire and La Cienega Boulevards. Digital billboards display static messages that resemble standard printed billboards when viewed, but also allow advertisers to remotely and instantaneously change messages. The full-color LED Digital Network billboards display dynamic content on a continuous 64-second loop of 8-second static advertisements. An eight-second Los Angeles Times spot running on ten boards will be displayed 70,910 times per week.
“Electronic billboards present a dynamic opportunity to promote our portfolio with digital technology that engages our core audience in a pioneering manner and well reflects our multimedia brands,” said John O’Loughlin, Los Angeles Times President, Targeted Media and Senior Vice President, Marketing. “We spend a lot of time in our cars in L.A. and The Times will now be highly visible at desirable billboard locations – as we uniquely cover what’s happening around town and around the world.”
“Our agreement with the Los Angeles Times is an industry first in that we are granting the company unique access to display their own editorial content on our digital billboard properties,” said Greg McGrath, President Clear Channel Outdoor, Los Angeles Division. “As one of the most trusted news sources in the country, The Times shares our high standards for editorial accuracy and for protecting brand integrity. We expect The Times’ use of the digital networks to represent a new branding model for media outlets – especially those that utilize multiple platforms to inform and entertain.”