2010
DIGITAL
OUTDOOR
NETWORK
MEDIA KIT
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WHY DIGITAL?
FEATURES BENEFITS
Flexibility Customize and adapt your digital program to meet time-sensitive needs.
Efficiency Ability to react to what works. Eliminates time and printing costs.
Build ongoing interactive relationships with consumers by creating intrigue
Community Dialogue
and anticipation.
High Reach High impact locations are strategically placed throughout our markets.
High Frequency Our networks deliver repeated exposures for increased impact.
This new technology is transforming the industry into the most flexible and
Innovation
responsive of all advertising platforms.
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ULTIMATE FLEXIBILITY
LAST MINUTE UPDATES
TIME-SENSITIVE MESSAGING
UNLIMITED CREATIVE EXECUTIONS
DYNAMIC CONTENT
ULTIMATE FLEXIBILITY
CHANGE YOUR MESSAGE
The Benefits of Cycle
Customizing your A cycle is the sum of all your
Ad Cycle advertising messages and the
• Better communicate order in which they play.
your changing products
and services. Day Part
• ROI, no extra production A day part is an advertising
costs. cycle that revolves around the time of day. You can day part so that
different ads appear at different times of day.
• Targeted response.
Week Part
A week part is an advertising cycle that revolves around the day of
the week. You can week part so that different ads appear on different
days of the week.
Standard Frequency
A cycle in which all ads display equally throughout the day or week.
Skewed Frequency
A cycle in which certain ads get more or less display time.
Understanding Traffic
Features Commercial
Clear Channel Outdoor An 8-second spot in which one advertiser’s message is displayed.
would like you to take
advantage of the flexibility Rotation
of this advertising medium. A 64-second period in which all eight advertisers’ messages are
Please take a few minutes displayed.
to familiarize yourself with
the DON’s unique traffic Schedule
features. A 24-hour period in which all eight advertisers’ cycles are displayed.
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DYNAMIC CONTENT
DIGITAL IDEAS
One of the amazing things
about the Clear Channel
Digital Outdoor Network is
how we can dynamically
update information from other
sources and incorporate it
directly into your creative.
Interesting, relevant or time-
sensitive facts can be placed
within your advertisement at
the speed of the internet.
WHAT HOW
We can lift headlines from websites. Great for news organizations to post real time
information next to their logo or brand. As the website headline changes, so does
the digital billboard creative. If top headlines are not available from your site other
Headlines
sources are available for us to include vital and relevant information. Some topics
may include headlines, business, real estate, entertainment, health, travel, politics,
among many others.
Sports radio, sports bars, sports drinks or other related businesses can automatically
Sports Scores
post scores from various games.
A modern approach to an older idea. Show up-to-the-minute time, today’s forecast or
Time / Temp / Traffic
current road conditions. Great for any brand and a sure crowd pleaser.
If you have visual information that is automatically posted on a website, for instance
the progress of a new business location, Clear Channel Outdoor Digital billboards
Pictures can dynamically lift those pictures and include them in your creative execution. As
drivers and pedestrians pass by the Digital Outdoor Network billboards, they will
see the progression over time, making this a tremendous interest builder.
Have a venue where events are constantly being updated? New acts? New artists?
Upcoming Events New shows? Movie theaters, concert venues and a host of other businesses can
benefit by having new information posted dynamically.
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DYNAMIC CONTENT
HOW IT WORKS
1
1
A base piece of creative is designed
with consideration of space for dynamic
content (either text or imagery).
2
2
Dynamic content is selected from a
clients website and pulled from the HTML
source directly.
3
3 The source data is incorporated into
the base creative, by Clear Channel,
and updates whenever the client source
changes ... keeping the content timely
and relevant.
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TESTIMONIALS
“These large, computerized displays marry the choice location of traditional road-
side billboards with the opportunity for customization and frequent updating that
is the hallmark of web advertising.”
Inc. Magazine, March 2008
“The attraction for advertisers is the versatility of the network and its capacity to run
time-sensitive messages that can be changed at the push of a button.”
Mediaweek, January 2007
“... now at the cutting edge of advertising thanks to digital technology.”
washingtonpost.com Washington Post, May 3, 2007
ABC Disney NBC
American Fireworks Farmland Foods Papa Johns
Apple Ford Red Bull
Applebee’s FOX TV Saint Francis Hospital
AT&T General Mills State Farm Insurance
Auto Show Golf Show Stoli
DIGITAL OUTDOOR Blockbuster Goodwill Industries Subway
Burger King Intercontinental Hotel Summer Fest
NETWORK CLIENTS Cadillac Jameson Taco Bell
CBS LA Times TCF Bank
Chase Bank Lifetime TV Time Warner Cable
Chavez Lockers Wisconsin State Fair
Coca-Cola McDonald’s Verizon
Comcast MGM YMCA
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MAKE AN IMPACT
DIGITAL OUTDOOR GARNERS ATTENTION
& DRIVES CONSUMERS TO TAKE ACTION
GET MORE ATTENTION RAISE MORE INTEREST
Percentage of people who report that Percentage of people who report that
advertising on the media catches their attention. advertising on the media was interesting.
Digital Signage • 63% Digital Signage • 53%
Magazine • 57% TV • 51%
TV • 56% Magazine • 51%
Internet • 47% Internet • 34%
Newspaper • 40% Radio • 33%
Radio • 37% Newspaper • 33%
Mobile Phone • 10%
Base: Among those who have seen ads in the media in the past 12 months. Base: Among those who have seen ads in the media in the past 12 months.
GET RESULTS BE COOL
Percentage of people who took some action as
Digital billboards ...
a result of seeing advertising on digital signage.
Total Adults • 36% ... are a cool way to
advertise • 64%
Ages 18-24 • 51% ... have current and
Ages 25-34 • 41% relevant information • 54%
... provide useful
Ages 35-44 • 37%
information • 46%
Ages 45-55 • 16% ... are a good way to learn
about new products • 44%
Base: Persons 18 years+ living in the Cleveland, OH, Metro area who traveled
Base: Among those who have seen ads in the media in the past 12 months.
on I-77, I-90, I-271 or I-480 in the past 30 days.
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Source: AAAA Digital Out-of-Home Media Awareness and Attitude Study 2007; Arbitron Digital Billboard Report: Cleveland Case Study 2008
NATIONAL COVERAGE
NATIONAL NETWORK COVERAGE AVAILABLE, CONTACT YOUR
CLEAR CHANNEL OUTDOOR ACCOUNT EXECUTIVE FOR DETAILS.
SEATTLE
BOSTON
MINNEAPOLIS
MILWAUKEE WHITE PLAINS,
RENO CLEVELAND NY
DES MOINES
NEW JERSEY
SACRAMENTO AKRON
CHICAGO PHILADELPHIA
SAN FRANCISCO
SALISBURY
LAS VEGAS INDIANAPOLIS COLUMBUS BALTIMORE
WICHITA
LOS ANGELES MEMPHIS
ALBUQUERQUE
FORT SMITH
PHOENIX
ATLANTA
EL PASO
DALLAS
OCALA
HOUSTON ORLANDO
SAN ANTONIO DAYTONA / MELBOURNE
TAMPA BAY
WEST PALM BEACH
MIAMI
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DIGITAL CREATIVE
GUIDELINES & SPECS
Make the Text Large
Outdoor designs should be simple, clear and easy to read. Digital Bulletins should
be legible from 500 feet away, Digital Posters from 300 feet away.
SIMPLICITY Use Bold, Non-Serif Fonts
Always use large, legible typefaces. At 500 feet, thin lines optically fade or
IS THE KEY TO break up and very heavy fonts blur together. Avoid decorative, italic, or serif
CREATING GREAT fonts. As a general rule, upper and lower case sans serif fonts provide the best
readability. When designing for digital outdoor, we highly recommend adding a
OUT-OF-HOME thin dark stroke around the text to separate it from the background.
DESIGN.
A billboard’s main purpose is Works Works Doesn’t Work Doesn’t Work
functionality. Creating a bill-
board is mainly about making Stick to One Message or Idea
it read. Even the best design Simplify everything. Don’t present a complex message or numerous images. Have
is worthless if it is not legible one thing that you want your audience to do or to recognize. The best outdoor
from a distance. It is only after media reduces a complex message to it’s essential elements.
legibility has been mastered that
creativity can follow. Be Short and Sweet
Use no more than ten words total on the entire billboard – and that includes the
Although very similar, there logo/product tagline. We recommend seven words or less for the headline. Keep
are variances in designing for the words short for faster comprehension.
digital as opposed to traditional
Out-of-Home. With that in mind, Color
listed here are Clear Channel Use only RGB color files for digital displays.
Outdoor’s recommended guide- Design as you would for a website, TV or
lines for designing a digital computer monitor.
billboard.
Avoid White Backgrounds
To achieve white, a combination of all three colors
must be turned on to their maximum brightness.
Consequently, white backgrounds will wash out
and compete with the remainder of your creative.
Use Bright, Bold Colors
Stick with fully saturated web-safe hues. Complimentary colors, such as red and
green, are not legible together because they have similar value. Contrasting color
combinations work best for viewing outdoor designs at far distances.
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DIGITAL CREATIVE
GUIDELINES & SPECS
Design with High Contrast
Being subtle does not work at great distances. Strong contrast in both hue and value
are essential for creating good digital out-of-home.
NATIONAL DIGITAL
PRODUCTION
REQUIREMENTS
File Type
Uncompressed JPG
Color Mode
RGB
Art Pixel Dimensions
Digital Bulletins
400h X 1400w
Pick Your Image Wisely
Digital Posters Take a small object and make it large (like a watch) rather than a large object small
400h X 840w (like a building). Avoid using landscapes or complex scenes. We recommend 3
visual elements or less, total. For example: 1 image, 1 logo and 1 headline.
Forget About White Space
White space does not apply in Outdoor like in printed material. Increase your
logo, font sizes and imagery! Having unused visual space at 300 - 500 feet is not
recommended.
Test Your Idea
A billboard is not a print ad, the average viewing time is only about 5 seconds. A
good test is to show the design to someone from a distance for only 5 seconds and
then ask them about it. Did they understand it? Who was the advertiser? What do
they think the advertiser wants them to do?
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DIGITAL CREATIVE
SPECIFICATIONS
DIGITAL BULLETINS 400 pixels
1400 pixels
DIGITAL POSTERS 400 pixels
NATIONAL DIGITAL
PRODUCTION
840 pixels
REQUIREMENTS
File Type
Uncompressed JPG
Color Mode
RGB
DIGITAL PREMIERES 400 pixels
764 pixels
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