• by Erik Sass  @eriksass1, March 6, 2008

The Los Angeles Times is teaming with Clear Channel Outdoor to bring news headlines and images to digital billboards throughout LA. While highlighting the capabilities of digital billboards, the partnership is a key strategic move for the newspaper, which desperately wants to increase exposure of its local news reporting.

The LA Times' 10-week campaign will run on 10 digital billboards owned by Clear Channel, the newest of three digital billboard networks operated by the company in Los Angeles. Altogether, the eight-second spots will appear about 71,000 times a week, featuring interesting headlines and breaking news. Viewers are encouraged to visit the newspaper or Web site to read more.

The paper is planning follow-up campaigns later this year, around the Summer Olympics and presidential election.

In a separate development, New York City bus shelters are getting place-based video displays courtesy of Cemusa, an out-of-home company based in Spain that was awarded the city's street furniture contract in 2006.

The 40"-by-23" video screens generally run 30-second spots, although other lengths are available, with messages supported by static signage beneath the digital display and Bluetooth technology. One of the first advertisers is the Discovery Channel, which is using the displays to run a 30-second trailer for a new show.

Currently, the screens have only been installed in 10 bus shelters, but Cemusa is waiting for others to be approved. Its contract includes 3,300 new bus shelters and 330 newsstands. The City of New York expects street furniture advertising to generate about $1.4 billion of revenue over two decades.