Clear Channel plots mobile ad service

Clear Channel is launching a new mobile advertising service, giving advertisers direct contact with consumers via poster sites without involving specialist mobile agencies.

The service, Clear Channel Interact, allows advertisers to include a short code number on ads, inviting consumers to text a Clear Channel-operated number. The advertiser can return information, such as the location of the nearest store, gym or cinema. Consumers will also be able to download mobile vouchers and gain access to mobile websites.

Clear Channel Interact is supported by a tracking and data-profiling system in order to improve accountability for campaigns. It also provides directory listings and voice- and picture-messaging services.

Barry Sayer, Clear Channel UK's chief executive, said: "While outdoor advertising provides clients with penetration at the heart of relevant environments and communities, mobile technology directly links the consumer to the advertiser, initialising two-way communication."

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