London to become "most advanced" interactive ad environment

The possibility of minority-report-like interactive outdoor ads could soon be a reality as Clear Channel UK reveals its future ambitions.

Clear Channel, one of the world’s largest outdoor ad firms, claims that its assets will be “greatly digitised” in the near-future as technology propels advertising down exciting new avenues.

London will become one of Clear Channel’s “most advanced outdoor digital advertising environments in the world”, said chief executive Andrew Morley.

He added: “This year, we have installed London Wrap, a network of 40 state-of-the-art digital screens around London, doubled the number of London sites of our sister brand Storm to 20 and rebranded our network of 100 central London small format digital screens on bus shelters as Adshel Live.

“That already makes London one of the most advanced outdoor digital advertising environments in the world and over the next year, we will be rolling out the Adshel Live digital programme to hundreds of locations.”

Advertisers are becoming increasingly digital, with tech such as location-based tools allowing new relationships between brands and consumers.