Clear Channel Communications, Inc. last week announced that it had extended the reach of its real-time traffic information system with a new program called Total Out of Home Network, featuring traffic data on its digital billboard networks.
The program was officially kicked off in Chicago, Illinois, with plans to expand it to additional markets where its digital billboard networks are also located.
John Partilla, Executive Vice President and President of Global Media Sales at Clear Channel told us “In an increasingly crowded advertising marketplace, companies need to stand out and target audiences in a direct, clear way. The Total Out of Home Network is just another example of how Clear Channel’s integrated platform across radio, outdoor, web and mobile offers advertisers more access to consumers on the go than any other company,”
The Illinois Lottery signed on as the first sponsor of the program in Chicago – architected and negotiated by OMD, Illinois Lottery’s thirteen-week campaign is running on 19 digital billboards in the Chicago metro area – in addition to traffic information, the digital boards will feature Illinois Lottery’s winning Powerball Jackpot numbers every day.
Justin Southern, Strategy Supervisor, OMD told us “The strength of this program can be summed up in three words: engaging, relevant, and unique,”
He added “By pairing the traffic and Powerball updates, we were able to leverage the commuters’ inherent interest and instinctual need for information about their commute to deliver the Lottery’s message in a fresh, high-engagement environment.”
Barry Butler, Market Director of Total Traffic Network Chicago was quoted as saying “Our traffic content is available on radio, television, navigation devices, the Internet, and now on digital billboards. With the number of drivers on the road today, it’s critical to have access to accurate, real-time traffic information to navigate complex roadways safely and more effectively,”
The traffic data for the program is provided by Total Traffic Network’s own network of reporters, traffic cameras, aircraft, broadcast towers, and strategic partners (Total Traffic Network is the leading source of current traffic information for 125 metropolitan areas in four countries, supplying real-time traffic data to more than 125 million users)