Clear Channel Outdoor today announced it has added 14 new digital signs in greater Los Angeles, bringing its total to 33 in the L. A. market. The company also announced today that it had added seven new digital billboards to the El Paso, Texas market — and that it is working with the Stars Scholarship Fund to launch a campaign to alert families with qualified high school and college students that the Fund's upcoming educational scholarship deadline is March 31.
The new boards in L.A. will help meet advertiser and community demands to reach residents via digital out-of-home advertising, the company said. Digital signs provide a platform for commercial messages while also equipping local communities with a real-time messaging service for public safety, emergency response, law enforcement and community building.
"Los Angeles is a modern city and the entertainment capital of the world, and Los Angeles County is the largest retail and manufacturing county in the nation. To build their businesses, our local and national advertisers demand state-of-the-art communications to reach their customers — our residents," Greg McGrath, president, Clear Channel Outdoor–Southern California, said in the announcement. "Our new digital signs within greater Los Angeles strengthen our ability to reach many of the same audiences we were delivering to advertisers with digital signs in the city itself. While we continue to advocate for the fair and reasonable use of digital signs within the city, we are pleased to work with communities in the larger Los Angeles marketplace to serve the needs of our advertising clients and to strengthen those communities with the benefits tied to digital signs."
El Paso is the nation’s fastest-growing metropolis, the company's announcement said, with more than 827,000 people now calling the city home. The greater Texas, New Mexico and Mexico area is also home to 2.2 million residents, making the people contributing to the growth of this region an even more important audience for advertisers.
The seven new digital billboards bring Clear Channel's El Paso DOOH network to 21 screens. The company said it has expanded its digital network to help local and national advertisers reach El Paso audiences, and the new digital capabilities in the market enhance the local community with support for law enforcement, emergency response messaging and local community-building non-profits such as the Stars Scholarship Fund.
Stars Scholarship Fund, a non-profit organization formerly known as South Texas Academic Rising Scholars, or STARS, previously awarded scholarships only to students residing in South Texas. The 2014-2015 academic year is the first time that West Texas students, including those living in El Paso, are eligible for the scholarships that range from $350 to $10,000 per-student per-year. Stars Scholarship Fund awards scholarships annually to students at every level of higher education and in all fields of study. In addition, scholarships are awarded to students of any age, gender, ethnicity, religion and background, the company said.
In El Paso, 26 percent of the public drives an average of 200 plus miles per week, giving advertisers an even greater opportunity to reach a diverse demographic that's spending more and more time out-of-home, the company said.
"The City of El Paso has been on a fast-track promoting new urbanism including smart growth, mixed-use and walkable communities; the development of a modern digital out-of-home network is part and parcel of El Paso's progressiveness," V.J. Smith president, Clear Channel Outdoor-El Paso, said. "The flexibility and immediacy of our real-time digital media network allows us to play a greater role as a community partner by helping non-profit organizations like Stars Scholarship and law enforcement to get their messages out, while also better serving advertisers seeking to reach El Paso consumers."
Learn more about digital billboards.