Bus shelters the future for digital advertising, says Clear Channel boss

Digital and interactive advertising at bus stops and other busy locations will emerge as a much greater alternative to traditional billboards over the next five years, according to the British boss of outdoor advertising group Clear Channel.

Andrew Morley, chief executive of Clear Channel UK, said: “Outdoor advertising is becoming interactive, linked to mobile phones and delivered by digital technology. That’s where the industry is moving.

“We have the largest and most advanced digital network. This year, we have installed London Wrap, a network of 40 state-of-the-art digital screens around London, doubled the number of London sites of our sister brand Storm to 20 and rebranded our network of 100 central London small format digital screens on bus shelters as Adshel Live.

“That already makes London one of the most advanced outdoor digital advertising environments in the world and over the next year, we will be rolling out the Adshel Live digital programme to hundreds of locations.”

Clear Channel UK employs 700 UK staff and has 60,000 advertising sites across Britain.

It has held a contract to maintain more than 30,000 London bus shelters for Transport for London since 2005, selling advertising on 5,000 of the sites.

Tenders are being received by Transport for London for a new five-year contract.

Clear Channel UK and its parent company Clear Channel International are part of Clear Channel Outdoor Holdings (CCO), which has operations in 44 countries.

CCO is reported to be considering selling its European assets for up to $2.5bn (£1.6bn), with French rival JCDecaux said to be interested.