News

Clear Channel Outdoor UK raises DOOH towers on London's M4

April 2, 2013

Transport for London, Clear Channel U.K. and Wildstone have announced the launch of "The Chiswick Towers," two digital billboard towers along the London M4 highway.

The development is comprised of two towers, each featuring double-sided screens using LED technology, situated on the M4 between Heathrow and central London, which gives the signs a monthly reach of more than 2.3 million road users.

The Chiswick Towers are intened to stand out as an impressive architectural landmark, designed to attractleading global brands, according to an announcement from the companies. Clear Channel will operate the sites and sell the advertising space. At launch, the Sky TV channel is using the towers for a campaign showcasing its Formula 1 coverage.

The towers have been designed, developed and built by outdoor advertising consultancy Wildstone as part of its three-year appointment to develop TfL's roadside advertising estate. TfL has set Wildstone the objective of maximizing advertising revenue from its roadside property assets through raising the profile of its advertising estate and bringing innovative new sites to market. This will also support TfL's plans to utilize its assets to generate income to reinvest into the transport network.

Graeme Craig, director of commercial development at TfL, said, "The Chiswick Towers are a fantastic example of the direction TfL is taking with its commercial estate. This will allow us to get the most out of our advertising sites and ensure that any income generated can be directly reinvested back into London's transport network, delivering value for money for fare and taxpayers, as well as enabling us to deliver improved services for our customers."

Learn more about digital billboards.