Clear Channel Out of Home has big plans to expand programs that were largely experimental last year.
The company year piloted programs featuring interactive digital displays in bus shelters
in San Francisco and Washington, D.C. and bathroom mirrors and elevator banisters in Chicago's O'Hare International Airport. The company plans to expand these programs this year to other markets.
The San Francisco program, which Clear Channel developed with Coca-Cola and Yahoo! involves twenty interactive digital transit shelters that work like giant tablet computers with 72-inch touch
screens. The shelters, which are active through January with the Yahoo! program also offer free WiFi in a 3-block radius according to Gordy Ford, VP of digital development at Clear Channel.
"The units are sold in four-week increments," he said. "We are working with lots of clients in technology and media to find interactive applications to run on these screens." He said the overall goal
is to create a turnkey solution. "The idea is to take customers mobile and tablet apps and repurpose them for these screens without losing functionality," he said.
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The screens display five
twelve-second spots per minute on 24-hour rotation. The company says the network will exceed 744,204 adults 18-plus EOI per week.
Yahoo!'s campaign on the screens centers on interactive games
on the screens and a competition between different San Francisco neighborhoods all to promote Yahoo!'s digital apps. The effort, via Goodby, Silverstein & Partners, has garnered 150,000 game plays
according to Clear Channel. The program includes a real-time measurement system that gauges game play, time, location, usage trends and click streams.
Clear Channel Out of Home is also
putting ads in airport mirrors, though you can't see them if you are directly in front of them. The program, developed by Mirrus, is running on over 100 bathroom mirrors at Chicago's O'Hare.