DOOH Gaining Ground Globally

Digital OOH media offers advertising brands a myriad new ways to engage with consumers.

A cursory look at new digital OOH initiatives in different markets provides a fascinating picture of how technology itself is effecting a makeover of OOH media. In this report, snapshots of some of these initiatives, sourced from recent editions of FEPE International newsletter, bear testimony to the new dynamism of DOOH media.

Payphones in London assume new avatar

Take the case of Clear Channel’s Adshel Live initiative in the UK. Following the acquisition of Arqiva’s payphone division earlier this year, Clear Channel will reportedly begin transforming aging phone boxes into brand new phone boxes featuring Wi-Fi, interactive local maps and payphone services, with an Adshel Live digital screen integrated into every unit.

The FEPE newsletter states that the new phone boxes re-imagine the iconic London phone box for the 21st Century and pay homage to a design classic – breathing life back into the traditional, and instantly recognisable, British payphone.

As with the rest of their nationwide Adshel and Adshel Live digital networks which appear at thousands of bus shelters right across the UK, Clear Channel will be responsible for the installation, cleaning and maintenance of the units at no cost to the public. Over the last five years alone, Clear Channel has contributed £170 million to public infrastructure for the UK communities they operate in. By the end of 2016, Clear Channel will have installed over 100 new phone boxes in London. This will rise to up to 500 boxes in London by the end of 2017 – bringing the number of Adshel Live screens across the country to over 1,500 –further enhancing the UK’s only national roadside digital Out of Home network.

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