Clear Channel Outdoor Enhances Digital Advertising Experience at DCA and IAD Airports

Clear Channel Outdoor is set to further revolutionize airport advertising as it extends its partnership with the Metropolitan Washington Airports Authority (MWAA). This renewal, effective March 1, 2026, marks a significant milestone in the ambient experience at Washington Dulles International Airport (IAD) and Reagan National Airport (DCA). The new contract, which spans ten years with an option for an additional five-year renewal, allows Clear Channel to prioritize the evolution of digital advertising within these critical transportation hubs, ensuring that every passenger journey is augmented by innovative media.

This extended collaboration builds on the progress made since Clear Channel was first identified as MWAA's advertising partner in 2016. Over the years, the company has managed to increase airport media revenues significantly, achieving a remarkable thirty percent growth prior to the pandemic, followed by nearly doubling the revenue compared to the previous contractor. This latest agreement is focused on continuing that success by integrating cutting-edge digital solutions that attract globally recognized brands like Meta, Samsung, and Barclaycard.

Next-Level Digital Strategy

Under the new agreement, Clear Channel is set to enhance its digital presence considerably, aiming for a target of 85% digital advertising coverage within the next two years. This growth will introduce advanced technologies that have never before been utilized in an airport setting. For instance, transparent digital LumiGlass and Prism360 digital columns will provide immersive advertising experiences, while large-format LED video walls will reshape how passengers engage with brands during their travels.

“Washington D.C., being a central hub for business and culture, warrants unparalleled advertising solutions,” stated Morten Gotterup, president of Clear Channel Outdoor's Airports Division. “We are excited to continue our partnership with MWAA, facilitating transformative opportunities for brands to connect with their audiences in this influential environment.” He also highlighted how these upgrades will enhance the overall aesthetic of DCA and IAD, making the airport journeys more intuitive and inspiring for the millions passing through annually.

Impact of Airport Advertising

Recent studies commissioned by Clear Channel and executed by Nielsen have underscored the effectiveness of airport advertising, demonstrating its ability to lead frequent flyers towards actionable decisions post-ad exposure. This trend aligns with the recent surge in air travel and growing TSA traveler numbers, indicating a rising demand for impactful advertising strategies in airport environments.

The research particularly concentrated on business travelers and frequent flyers, highlighting their perceptions, preferences, and behavioral changes following their exposure to advertising at airports. As the travel landscape evolves with digital connectivity and experiential marketing becoming more predominant, these insights affirm that airport media has a unique advantage in enhancing brand awareness and driving conversions on a larger scale.

About Clear Channel Outdoor Holdings, Inc.

Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) stands at the forefront of groundbreaking innovations within the outdoor advertising sector. The company aims to diversify its advertising portfolio through efforts like digital billboard expansions and enhanced programmatic capabilities. Each initiative is geared towards streamlining the buying process for advertisers while effectively connecting them with millions of potential consumers each month.

As air travel continues its recovery and growth trajectory, Clear Channel Outdoor's proactive strategy underscores its belief in the power of digital media to shape the future of airport advertising. The collaboration with MWAA showcases a commitment to not just elevate advertising standards but also to enhance the travel experience for all who pass through Washington’s premier airports.