• by Erik Sass , February 24, 2010

Clear Channel Outdoor unveiled a new national network of digital billboards delivering local news and traffic information. The Total Out of Home Network is debuting in Chicago with the Illinois Lottery as its inaugural advertiser.

Signs in the new digital network deliver brief summaries of local traffic conditions every 80 seconds, along with advertising (in the case of the Illinois Lottery, the winning Powerball numbers). The rest of the time they show regular digital display ads for varying lengths of time.

Altogether, the national network will incorporate almost 450 digital billboards in a total of 33 markets around the country.

In recent years, Clear Channel Outdoor and other national digital billboard operators have put their digital signage at the disposal of state and federal law enforcement for Amber Alerts (regarding missing children) and information on most-wanted fugitives. The billboards have also been used for emergency announcements, such as reaching drivers in the Twin Cities area after the collapse of the I-35 bridge in Minneapolis.

Clear Channel has also made its digital billboards available as consumer-oriented news and information platforms. In March 2008, it announced a deal with the Los Angeles Times to display exclusive news content, special editorial features and products, and Times events on digital signs around L.A. In November 2008, Clear Channel Outdoor digital displays around the country carried election results courtesy of live MSNBC feeds in 25 top markets.