Clear Channel expands DOOH footprint with new CityLink network

Clear Channel Singapore has expanded its digital out-of-home (DOOH) footprint with the launch of a new network at CityLink, marking its latest investment in Singapore's retail and transit media landscape.

Developed in partnership with Adactive Asia, the network combines Adactive's advertising hardware and software capabilities with Clear Channel Singapore's media sales and marketing expertise.

The network comprises 18 high-definition static and interactive digital screens located throughout the 60,000 sq ft underground pedestrian link connecting City Hall MRT, Esplanade MRT, One Raffles Link, Suntec City Office Towers and nearby civic and cultural landmarks.

Launching the network is telco SIMBA, which has become the first advertiser to activate on the platform through a Spider-Man: Brand New Day campaign running from 20 July to 16 August. As the inaugural brand partner, SIMBA has secured a 100% share of voice across the network, alongside an on-ground activation at CityLink from 30 July to 6 August.

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Timed to coincide with the release of Spider-Man: Brand New Day, the campaign transforms the underground walkway into an immersive brand experience designed to engage commuters, shoppers, tourists and office workers. It also includes interactive activities, exclusive promotions and appearances by Spider-Man during the roadshow.

According to Clear Channel Singapore, the CityLink network reaches an average monthly footfall of approximately 700,000, giving brands access to one of Singapore's busiest underground pedestrian corridors through repeated daily exposure.

The network is powered by Adactive Asia's proprietary AdSign content management system, enabling advertisers to schedule, distribute and update content across all 18 screens from a single interface. It also supports automated DOOH buying workflows, allowing for more precise audience targeting and dynamic creative delivery.

In addition, AI-enabled audience analytics capture anonymised footfall, dwell time and audience composition, providing advertisers with campaign reporting, impression metrics and post-campaign attribution insights.

"As we launch the SIMBA campaign, we are proud to partner with a telco that is redefining value and simplicity in mobile connectivity across Singapore," said Kelly Khoo, chief executive officer of Clear Channel Singapore.

She added that the campaign demonstrates how the company's "Essential experience ecosystem" combines audience insights, strategic locations and digital out-of-home media to engage consumers throughout their daily journeys.

"CityLink is the latest addition to our growing full-stack platform and DOOH assets are one of the physical anchors of this much larger system. This is the 'Essential experience ecosystem', our fit-for-purpose solution in the omnichannel era — it matches the way the modern consumer actually lives, decides, and buys," said Khoo.

"By uniting data-led audience insight with intelligent location planning and dynamic digital out-of-home, we reach value-seeking, digitally savvy consumers in the moments that matter most and turn everyday journeys into powerful brand experiences," she added. 

Meanwhile, Yuhang Teo, chief executive officer of Adactive Asia, said the network was specifically designed around CityLink's pedestrian traffic patterns.

"CityLink sits at the intersection of some of the busiest pedestrian routes in the CBD, with flows that shift by hour and by exit. We engineered this network specifically for that footprint, with screen placements and AI-driven analytics calibrated to how audiences actually move through the space," said Teo.

In tandem, Richard Tan, chief executive officer of SIMBA Telecom, said becoming the first advertiser on the network was "a milestone we don't take lightly".

"We wanted to make a meaningful impression, and there's no better partner for that than Spider-Man: Brand New Day," he said, adding that the campaign reflects SIMBA's mission to continue delivering value through its mobile and broadband offerings.

The launch adds to Clear Channel Singapore's growing retail and mobility media portfolio as brands increasingly seek high-impact digital touchpoints in high-footfall environments. 

It also comes shortly after Clear Channel Outdoor Holdings, the parent company of Clear Channel Singapore, agreed to be acquired by Mubadala Capital in partnership with TWG Global in an all-cash transaction valued at US$6.2 billion

While the deal is at the global parent company level and is subject to regulatory approvals and customary closing conditions, it is expected to provide long-term capital to support the company's continued growth and investment in digital out-of-home capabilities.

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