Format: Clear Channel Magink digital billboards
What is the future of out-of-home communications? One certainty is that digital will play a very important part, and a product that is often requested is a large format roadside or city centre digital screen package.
The launch of Clear Channel's 10 digital billboards in London was much anticipated, partly because of the use of a new display technology called Magink. Part of the issue with installing screens in outdoor locations is the effect of sunlight.
We all know how annoying it can be trying to watch TV when the sun is shining through the window. However, Magink screens actually get brighter the more light is shone on them, because they reflect light to produce the display, whereas other screens emit light. Exciting stuff, but despite this technology, one of the oldest considerations doesn't change - location, location, location. So how do these digital billboards stack up?
On paper, the road names are spot on. Vauxhall Cross, Old Kent Road, the A40 and other key arteries in and out of town, but the quality of presentation and standout varies. Some sites are on attractive free-standing units, others on gable end walls.
Also, some sites seem overshadowed by bigger, brighter traditional posters (although Clear Channel is working on the brightness issue).
As video footage cannot be shown for driver safety reasons, the real appeal for digital over printed posters has got to be in the increased flexibility, and the U-turn from insisting on long-term 24/7 campaigns is a welcome one, as the recent Camelot bookings for a couple of days at a time demonstrate. The acceptance of the price premium versus standard posters very much hinges on the value that advertisers place on this increased relevance.
If Clear Channel continues to adapt and improve the product, sales strategy and pricing, there is potential for the format. If not, there are plenty of other screen networks that will flourish regardless.
- James Davies, Board director, Posterscope.
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