Clear Channel Airports Reflects Marketers' Messages on New Digital Advertising Platform
In Partnership with Mirrus, Installs Mirror Image Network throughout Chicago's O'Hare Airport
CHICAGO--(BUSINESS WIRE)-- Clear Channel Airports (CCA), the world's leading marketer of airport advertising, has teamed with Mirrus, creator of the Digital Advertising Mirror and the Mirror Image Digital Network, to implement the mirror-based digital signage in select airports across the United States. The first phase of network implementation is now available in Chicago's O'Hare International Airport.
Upon completion, the O'Hare network will consist of one hundred fifty 40" digital advertising mirror displays found in select restrooms throughout the airport that feature marketers' messages via high-definition (HD) video and/or HD still images. The displays offer additional features that allow brands to further interact with audiences and can be utilized to drive consumer offers, contests, and other programs. The network is controlled remotely and messaging is scheduled to the second via Mirrus' proprietary, broadcast quality content management system. The mirrors also include a robust sensor that measures the number of consumers who engage with each mirror and the duration of that engagement.
"These displays create unique opportunities for marketers to deliver targeted messages that are highly impactful and relevant to consumers. They're already driving interest from consistent airport advertisers, as well as opening new categories like pharmaceutical, consumer products, and food and beverage," commented Toby J. Sturek, President, Clear Channel Airports. "We've already received positive feedback from consumers through research on the network and plan to implement additional networks in high-traffic airports across the nation."
"We developed these digital displays to provide brands with a platform to convey gender specific advertisements that are guaranteed to reach female and male audiences in an uncluttered environment," said Brian Reid, President and Founder of Mirrus. "We're proud to partner with Clear Channel Airports and look forward to expanding into additional markets."
Initial market research and quantitative testing has been conducted by leading global media research agency Millward Brown to study the effectiveness of Mirror Image as an advertising medium and quantify advertisers' return on investment (ROI) based on the concrete metrics Mirror Image collects. The research suggests that consumers remember brands advertised in Mirror Image at a rate of 5X greater than other advertising. Furthermore, brands achieved a positive uplift in brand equity as a result of advertising in Mirror Image.
"In preliminary studies, we've seen that unaided recall for ads on Mirror Image is significantly higher than for ads on other advertising mediums," said Millward Brown's Managing Director Mario Simon.
Dedicated to airport advertising for more than 30 years, CCA is the premier innovator of contemporary display concepts that currently handles more than 200 airport programs across the globe. CCA has a presence in 32 of the top 50 U.S. markets with major airports.
About Clear Channel Outdoor
Clear Channel Outdoor (NYSE:CCO) is the world's largest outdoor advertising company with close to one million displays in 45 countries across 5 continents. In the United States, the company operates over 200,000 advertising displays and has a presence in 48 of the top 50 Designated Market Areas. It also operates airport, rail, and mall advertising businesses worldwide. Its Spectacolor (U.S.) and DEFI (international) divisions are the global market leaders in spectacular sign displays, including in New York's Times Square. Clear Channel Adshel is the company's international street furniture division, which operates over 3,500 municipal advertising contracts worldwide. Clear Channel Outdoor also operates digital displays and networks in most of its divisions. More information may be found by visiting www.clearchanneloutdoor.com.
About Mirrus
Founded in 2006, Mirrus designs, perfects and implements innovative multimedia advertising vehicles. When utilized in harmony, Mirrus' vehicles serve as engagement platforms for industry leading brands to effectively communicate with their consumers. More information may be found by visiting www.mirrus.com.
Certain statements in this release constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results performance or achievements of the Company to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements.
Source: Clear Channel Outdoor Holdings
Released January 20, 2011
