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Clear Channel Expands Reach to Drivers with Total Out of Home Network
Now Providing Current Traffic on Digital Billboards, Targeting Important Consumer Base on the Go
Program Launches in Chicago with Illinois Lottery as First Sponsor; Additional Markets to Follow
SAN ANTONIO, TX – February 24, 2010 – Clear Channel Communications, Inc. today announced that it has extended the reach of its current traffic information with a new program called Total Out of Home Network, featuring traffic data on its digital billboard networks. The program has officially kicked off in Chicago, Illinois, and the Company has plans to expand it to additional markets where its digital billboard networks are located.
“In an increasingly crowded advertising marketplace, companies need to stand out and target audiences in a direct, clear way. The Total Out of Home Network is just another example of how Clear Channel’s integrated platform across radio, outdoor, web and mobile offers advertisers more access to consumers on the go than any other company,” said John Partilla, Executive Vice President and President of Global Media Sales at Clear Channel.
Illinois Lottery has signed on as the first sponsor of the program in Chicago. Architected and negotiated by OMD, Illinois Lottery’s thirteen-week campaign is running on 19 digital billboards in the Chicago metro area. In addition to traffic information, the digital boards will feature Illinois Lottery’s winning Powerball Jackpot numbers every day.
“The strength of this program can be summed up in three words: engaging, relevant, and unique,” said Justin Southern, Strategy Supervisor, OMD. “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.”
“Our traffic content is available on radio, television, navigation devices, the Internet, and now on digital billboards. With the number of drivers on the road today, it’s critical to have access to accurate, updated traffic information to navigate complex roadways safely and more effectively,” said Barry Butler, Market Director of Total Traffic Network Chicago. “Illinois Lottery has long been a pioneer in creating innovative campaigns on our platforms and this new program offers another access point to the local community.”
“Working with TTN to broadcast traffic information along with branding and dynamic content makes sense for consumers and gives advertisers a unique position in the market,” said Dave Alsvig, Regional Director of Sales, Clear Channel Outdoor Chicago. “The Illinois Lottery’s innovative approach to marketing allowed us to showcase the true strength of the Total Out of Home Network.”
The traffic data for this program is provided by Total Traffic Network’s own network of reporters, traffic cameras, aircraft, broadcast towers, and strategic partners. Total Traffic Network is the leading source of current traffic information for 125 metropolitan areas in four countries, supplying current traffic data to more than 125 million users
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