Clear Channel Expands DOOH In White Plains
Gail Chiasson, North American Editor
Clear Channel Outdoor, New York, has expanded its digital network in the City of White Plains, N.Y., to provide added high impact opportunities for national, regional and local advertisers.
The Westchester Digital Outdoor Network now includes 15 billboards across three digital networks in the City, increasing its portfolio of premium displays to benefit marketers – as well as the City itself to relay pertinent public safety and community information.
In White Plains in 2009, Clear Channel launched what it claims was the first digital network concentrated in a downtown area. The inaugural network consisted of eight 6’ x 3.3’ digital banners. As a result of its success in the area, the Company added two more networks to its portfolio of premium displays.
Now, five of the initial digital banners are part of what is today called Network 1, while three have been converted for use in the new networks. Networks 2 and 3 consist of five 6’ x 10.8’ digital junior posters each. In total, Clear Channel now has 15 displays across three digital networks dubbed the Westchester Digital Outdoor Network in White Plains.
“Our cutting-edge displays empower brand marketers, charitable organizations, municipal agencies and more to tap into the power of digital,” says Harry Coghlan, president and general manager, Clear Channel Outdoor – New York division. “The marketing messages and public service communications displayed on the Westchester Digital Outdoor Network will capture the attention of the thriving community in a flexible and efficient way.”
The launch of the new networks included an Oct. 26 invite-only event, where a gathering of dignitaries, area businesses, marketers and others celebrated the expansion and experienced first-hand the power of DOOH. The networks allow distinct marketing advantages and visibility, with unparalleled flexibility to target and customize marketing messages to specific audiences; the ability to update such messages in real time; and the option to ‘day-part’ those messages based on a schedule or deliver messages immediately
The networks rotate static advertising images on each display in an eight-second loop every 60 seconds on a 24-hour rotation. They benefit the City with real-time display of vital information to the public in the event of emergencies or to convey important public safety information, such as FBI wanted messages, AMBER Alerts, traffic updates or extreme weather information from transportation agencies, police departments and other emergency services. The boards also allow the community to share information on City events, festivals and concerts, along with messages of civic and charity organizations aiming to raise public awareness.
White Plains, 25 miles north of Manhattan, is a top suburban and retail centers, with a population of 60,000 residents, swelling to upwards of 250,000 people a day with work and shopping crowds.
The Westchester Digital Outdoor Network adds to the more than 658 digital displays across 36 U.S. markets for Clear Channel Outdoor.