Clear Channel Combines Ad Sales of Times Square Digital Signs3 min read
Group Buy of Signs from ABC, Clear Channel Spectacolor, NASDAQ, News Corp. and Reuters Offer Brands Unprecedented Dominance of Times Square. Ads and Other Video Content Can Now Be Synced Across Multiple Spectacular Digital Boards; Also: Consumer Immersion in a One-Stop-Shop
Owners of five of the most prominent digital video billboards in Times Square are now offering a coordinated media buy and deeply immersive brand engagement, enabling national and global brands to achieve an unprecedented dominance of Times Square, all through a one-stop-shop at www.tsd360.com. The announcement was made today during a press briefing hosted by Clear Channel Outdoor’s Spectacolor Division.
“Brands buying any one of these signs achieve an exceptional level of exposure and attention, but by buying all of them, and adding custom experiential programs, they achieve engagement that has been effectively impossible,” said Tom Hennigan, spokesperson for www.tsd360.com.
Called “the Times Square Domination”, the media buy includes the enormous video boards owned by ABC Regional Sports & Entertainment Sales, Clear Channel Spectacolor, NASDAQ, News Corp. and Reuters. The entire network can be purchased in a single media buy, alleviating the need to negotiate separate contracts and individually coordinate content.
“Sometimes, the benefits of coming together as an industry for customers are so compelling that even strong rivals see the value,” added Harry Coghlan, president of Clear Channel Spectacolor. “Today, we’ve arrived at one of those moments.”
The network will broadcast the same content, at the same time, across the entire collection of signs to the more than 565,000 people who pass through Times Square every day.
* Brand engagement at heart of consumer immersion packages
“Today, exposure is only the foundation of brand delivery,” added Hennigan. “Brands also need engagement.”
Also available from www.tsd360.com are custom brand immersion packages, including consumer sampling, that can be tied to any major event, any major holiday, or any product launch.
Events can be anchored at any number of Times Square locations – from Duffy Square in the north, to Military Island, to the new “Broadway Boulevard” pedestrian plazas. Sampling locations can be geared toward commuters, tourists, the vast number of business travellers in the Square every day, and any combination of the above.
All of the packages could include street teams, all permits, and a custom anchor activation site to coordinate and capture results.
“We’re in discussions with brands about everything from special events to product launches,” summed Hennigan. “This range of custom events and consumer sampling, makes each package fully experiential.”
About Clear Channel Outdoor
Clear Channel Outdoor is the world’s largest outdoor advertising company with close to one million displays in over 50 countries across 5 continents. In the United States, the company operates just under 200,000 advertising displays and has a presence in the top 50 Designated Market Areas. It also operates airport, rail, taxi and mall advertising businesses worldwide. Its Spectacolor (U.S.) and DEFI (international) divisions are the global market leaders in spectacular sign displays, including in New York’s Times Square. Clear Channel Adshel is the company’s international street furniture division, which operates over 3,500 municipal advertising contracts worldwide. Clear Channel Outdoor also operates digital displays and networks in most of its divisions. More information may be found by visiting www.clearchanneloutdoor.com.
Source: Clear Channel Outdoor