The project consists of the London Wrap, a new network of 40 digital 48-sheet screens that were developed by Ultravision International and are to be installed by the end of the year.
Play London also features Clear Channel’s digital Storm brand—now set to more than double its number of sites in London to 20—and the LD6 network of 100 central London digital six-sheets, which will be rebranded as Adshel Live.
The project is part of a major investment in UK digital outdoor, which will see Storm and Adshel Live rolled out to hundreds of city centre sites across the UK.
This will be supported by a network and back-office system to enable ad-serving across all sites.
This is a significant investment, a significant commitment and a significant moment for UK digital out-of-home”
Andrew Morley, chief executive officer of Clear Channel UK, explains: “This is a significant investment, a significant commitment and a significant moment for UK digital out-of-home.
“This is investment with purpose; it’s about the right sites that reach the right audience at the right time.”
William Hall, chief executive officer and co-founder of Ultravision International, adds: “Play London is now positioned at the forefront of digital media with the installation of 40 expansive and engaging screens.
“With this purchase, Clear Channel will transform the outdoor billboard advertising landscape and light up London like never before.”