E! News launches digital out-of-home effort

E! Entertainment Television is the latest marketer giving digital out-of-home media a try with a new campaign intended to drive viewers to its weeknight news program E! News.  

Last month, Arbitron released its Out-of-Home Digital Video Display Study and found that 67% of Americans surveyed recalled seeing a digital out-of-home video screen in the past month. With numbers like that, other marketers are likely to follow suit.

The E! News campaign will take advantage of the flexible electronic billboard medium, which has real-time information delivery capability, to create topical messaging showcasing the stories that will be featured in that evening's E! News program.

“With Clear Channel's digital out-of-home network, we can engage viewers in some of the highest-traffic areas throughout the entire day, including just ahead of air time to drive tune in.” said Annemarie Batur, VP, marketing and advertising at E! Entertainment Television, in a statement.

The campaign, which was developed by MediaVest, will run on Clear Channel Outdoor's national digital billboard network for eight weeks, beginning September 7. The campaign will run on more than 125 electronic displays with an aggregate daily circulation of almost 10 million.