Outdoor is extending the reach of its digital billboard network with 21 new displays around greater Los Angeles and El Paso, Texas, the company announced Monday -- including 14 new digital billboards
in Los Angeles and seven in El Paso.
The addition of 14 new signs bring CCO’s total digital billboard network in the greater LA area to 33 signs, all located along busy freeways
and arterial streets. CCO offers advertisers the ability to target audiences on the basis of geography or demographics, along with run-of-network buys blanketing the LA metro area.
company was quick to note that digital billboards are also effective at disseminating information to the public during emergency situations, including natural disasters and “Amber Alerts”
for missing children.
The addition of seven new screens brings CCO’s total digital billboard network in El Paso to 21 signs. El Paso is one of the fastest-growing cities in the
U.S., with the population rising from 679,622 in 2000 to 827,000 in 2013, for a 22% increase over this period. According to CCO, 26% of the adult population of El Paso drives over 200-plus per week,
increasing exposure to outdoor signage.
Building new signs in the greater LA area has allowed CCO to avoid the legal and regulatory obstacles blocking construction of new digital
signs in the city proper.
Back in April 2013, a California Superior Court Judge ordered CCO and CBS Outdoor to pull the plug on 77 digital signs around the city, most of which
belonged to CCO. The judge ruled that a deal struck by the operators with the Los Angeles City Council in 2007 -- allowing the conversion of hundreds of static billboards to digital displays --
violated the city’s own laws. Since then, the city council has been trying to come up with a satisfactory legal formula that would allow some digital signs to continue operating, but to date,
this effort has generated more talk than action.