Play London comprises, firstly, the London Wrap, a new network of 40 digital 48-sheet screens across London. The first screen installation will take place on 1 October and the network will be completed by the end of December.
The second element of the expansion strategy is the more than doubling in size of the digital portfolio of Clear Channel's premium digital brand Storm. This move will take the number of sites from nine to 20.
The final stage of the plan is the rebranding of the LD6 network of 100 digital six-sheets to Adshel Live.
Play London forms the first stage of an overall investment in UK digital outdoor, which will feature the nationwide expansion of Storm and Adshel Live with hundreds of sites planned across the country.
Clear Channel appointed new chief executive Andrew Morley in June. He joined from Google UK and Ireland, where he was head of Motorola and prior to that had been international vice-president of marketing at Motorola.
Morley said: "This is investment with purpose – it's about the right sites that reach the right audience at the right time. The whole portfolio is supported by amazing back-end technology that will allow brands to effortlessly ad-serve content, adding an extra layer of context to pin-sharp creative.
"Clear Channel is already the UK's number one in digital roadside and the launch of 50 new sites in London by the end of the year consolidates that position."
The outdoor media owner launched the Play brand in 2011, when it expanded its digital portfolio in malls.