Clear Channel Outdoor Launches Traffic Net

Advancing the digital billboard medium as a news source, Clear Channel Outdoor launched Wednesday (Feb. 24) the Total Out of Home Network featuring real-time traffic data. The network kicked off in Chicago with the Illinois Lottery as the first advertising sponsor.

Plans are to roll out the Total OOH Net to the 33 markets where CCO has digital billboards (448 digital billboards in total).

Clear Channel Outdoor has experimented with using its billboards as a news source before; airing things like election results or sports scores. But the Total Out of Home Network represents a bigger commitment to the concept. It’s also attractive to advertisers who want to associate their product or service with relevant content.

For 13 weeks beginning Feb. 15, the Illinois Lottery campaign (placed by OMD) is running on 19 of Clear Channel’s 22 digital billboards in the Chicago metro. In addition to traffic info, the boards will also display daily the Illinois Lottery’s winning Powerball Jackpot numbers. Traffic info and the Illinois Lottery campaign is displayed every 80 seconds for 10 seconds total.

“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,” said Justin Southern, strategy supervisor for OMD.

The Total Out of Home Network leverages the traffic data provided by Clear Channel’s Total Traffic Network, which supplies real-time traffic data to broadcast radio and TV stations, portable navigation systems and other Internet-based services in more than 125 cities.