Clear Channel launches Play branded digital division

Clear Channel UK, the outdoor media firm, is bringing together its digital ad sites to create the UK’s first digital-only outdoor media network in a bid to give advertisers more creative and interactive opportunities and grow digital revenue.

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The new media brand Clear Channel Play will bring together the media owner’s digital portfolio, which spans 750 digital ad sites in the UK including small and large format sites located in shopping malls, pubs and bars and airports and roadside sites.

It claims it will give brands “a new creative and engaging” way to connect with consumers through outdoor media by offering more flexible advertising options.

Clear Channel hopes to encourage brands to “play” more with outdoor campaigns using interactive technologies such as NFC, and campaigns timed to use different creative in different day parts.

It follows the launch of Clear Channel’s LD6 network – which includes built in NFC capabilities in digital ad sites across London.

The move is part of Clear Channel’s ambition to “transform” out-of-home media and follows a 30% year on year increase in digital outdoor revenue to £30.6m in the third quarter of the year, according to the Outdoor Media Centre.

Matthew Dearden, CEO of Clear Channel UK, says: “This new, global brand represents our digital ambition which is a key part of our UK and international initiatives to evolve our medium and maximise advertising opportunities out-of-home.”

The international Play network will include 2,000 digital ad sites in Europe and 700 in the US.

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