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Clear Channel brings NFC to London’s Oxford Street

One hundred locations in central London’s busiest streets are to be equipped with digital advertising displays that include 72-inch HD screens and NFC.

Clear Channel's LD6 display

BIG SCREENS: Clear Channel 's LD6 digital ad displays come with NFC

Clear Channel UK has announced a new roadside digital advertising network that provides brands with the ability to promote products and services via 72-inch high definition TV screens and NFC.

The new London Digital 6 Sheet (LD6) will go live on 28 November at 100 locations in central London. Sites will include Oxford Street and other high traffic shopping locations, entertainment districts like Cambridge Circus, transport hubs such as King’s Cross, Euston and Victoria railway stations as well as affluent residential areas including Wandsworth, Hammersmith, Islington and Westminster. Overall, Clear Channel says, the network will attract 10.8m advertising impacts per week.

“The launch of LD6 will open up new possibilities for advertisers to engage with their target audiences due to its ability to provide increased context, immediacy, interactivity and creativity,” says Clear Channel.

Clear Channel UK CEO Matthew Dearden adds: “Our advertisers and their brands will be able to engage consumers by maximising time and context on this growing network to deliver powerful, flexible and interactive campaigns in London’s best locations.

“The launch of LD6, combined with the continued expansion of our digital mall and Socialite networks, is a demonstration of our commitment to significantly invest in developing new channels for our customers.”

Earlier this week, Clear Channel announced it was to add NFC functionality to three hundred out-of-home advertising sites across Singapore.

  • ed

    I could not find any information on how NFC will be implemented.

    According to the description above, the technical feasibility of incorporating NFC has to be scrutinized.

    It could be expected that the average digital signage display run will be a few seconds. For those few seconds, the RFID coils will have to be written for an NFC phone to capture the context of the digital signage currently in play – again, we are talking only several seconds.

    Am I missing something in terms of the number of rewrites to the RFID coil with this implementation?

    • ed

      I was thinking too technical in this – it is possible the backend server can be using a timecode against a single RFID identifier to determine the context. For example:

      9:00.00 – Shoe Ad
      9:00.15 – Cosmetic Kit

      Using the same RFID and the digital signage display clock, they can determine which NFC response to produce.

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