<body> Public Ad Campaign: Clear Channel Goes Digital In NYC Burbs
This blog is a resource for ad takeover artists and information about contemporary advertising issues in public space. If you have content you would like to share, please send us an email.

Thursday, September 24, 2009

Clear Channel Goes Digital In NYC Burbs

VIA Media Daily News

Slowly but surely, digital signs are closing in on Manhattan. With a stronghold in Times Square, the signs are now moving to surround the island from the north. The newest deployment brings a digital display network to the downtown area of White Plains, NY.

The array of eight digital signs, each with a display surface measuring about 20 square feet in area, were installed by Clear Channel Outdoor on municipal property belonging to the White Plains Department of Parking, under the terms of an existing contract between the city and MD Sales & Marketing.

In addition to displaying static advertising images on an eight-second loop, the signs feature scrolling digital text that will allow city officials to communicate important messages to the public. For example, signs directing parking and traffic during concerts and festivals or posting Amber Alerts and other emergency advisories.

From the advertising perspective, downtown White Plains offers an audience with attractive demographic attributes.

In addition to the city's 56,000 residents, the downtown sees heavy traffic by commuters coming and going from the White Plains transit hub, as well as en route to various government buildings, bringing the weekday total to over 200,000.

White Plains is surrounded by converging highways, including U.S. 287, U.S. 684, U.S. 95, and U.S. 87, as well as the Bronx River Parkway, the Merritt Parkway and the Sprain Brook Parkway. Many commuters travel to Westchester to catch Metro-North Railroad trains at the White Plains or North White Plains stations, which are located 30 to 45 minutes north of Grand Central Station, with combined through-traffic of about 3 million in 2006.

In June, Lamar Advertising Co. unveiled a new billboard in the Bronx using low-power digital signage technology developed by Magink. The new sign, located at 640 Soundview Ave., allows Lamar to display multiple ads with only a modest amount of electricity.

Magink displays are not as bright or distracting as other types of digital signage, meaning that local residents are less likely to object to their presence.

To create an image with Magink, an electrical charge is sent to a billboard covered with helix-shaped organic molecules. These rearrange themselves in different shapes following the distribution of the electrical charge. After the image is formed, no more energy is required to keep it in place, unlike LED billboards, which require a continuous source of power.

Labels: , , , ,

0 Comments:

Post a Comment

Subscribe to Post Comments [Atom]

<< Home


      Sharon Zukin
      The Cultures of Cities


      Miriam Greenberg
      Branding New York

      Naomi Klein
      No Logo


      Kalle Lasn
      Culture Jam


      Stuart Ewen
      Captains of Consciousness


      Stuart Ewen
      All Consuming Images


      Stuart & Elizabeth Ewen
      Channels of Desire


      Jeff Ferrell
      Crimes of Style


      Jeff Ferrell
      Tearing Down the Streets


      John Berger
      Ways of Seeing


      Joe Austin
      Taking the Train


      Rosalyn Deutsche
      Evictions art + spatial politics


      Jane Jacobs
      Death+Life of American Cities