Clear Channel's digital screen drive continues

The international OOH firm has reportedly decided not to continue paying the rent on 800 roadside billboards in the UK as its focus on digital investment continues to take precedence.

 A recent news report in ‘The Drum’ stated that outdoor advertising company Clear Channel has decided not to continue paying the rent on 800 roadside billboards in the UK as its focus on digital investment continues to take precedence. The report, which was also featured in FEPE International newsletter, stated that the New York based outdoor media firm will adapt its inventory to reflect advertiser demand.

The company admitted earlier this year that 2016 will be the first year that it generates more revenue from electronic advertising displays than traditional billboards and posters, so the decision makes sense on a financial basis although the inventory will be open to bids from other media buyers.

Courtesy: FEPE International newsletter