Northern Ireland’s First Roadside Digital Network


Lauren McNerlin, Sales Manager, Clear Channel NI

On 18th October, Clear Channel hosted an event in Belfast to officially launch both the BRT – Glider & Adshel Live Roadside, Ireland’s first roadside digital network.

BRT (Belfast Rapid Transport) is a new & dynamic public transport system for Belfast & it operates under the brand name ‘Glider’. This new & fast bus-based service began on 3rd September 2018 & it links east Belfast, west Belfast & the Titanic Quarter via the city centre. The BRT-Glider service has provided a new, modern & improved public transport experience for everyone who lives, works, socialises or visits Belfast city.

The BRT infrastructure has also provided an enhanced platform to reach a growing audience, with greater penetration, higher visibility & a high quality advertising medium that is a mix of both classic paper posters & digital screens. The network has allowed us to develop Adshel Live screens in key locations throughout the city & expand the Adshel network to over 1,700 classic panels & Adshel Live Roadside network to 70 digital screens.

Clear Channel launched Adshel Live Roadside, which was a significant moment for Irish OOH media, at the back-end of 2017. The network consists of premium HD screens in Belfast, Greater Belfast & main town locations and it is sold by Plays and Impressions, rather than slots. This time-based selling is a brand new way of selling DOOH in the Irish market & it has offered advertisers the flexibility they are looking for. The Adshel Live Roadside portfolio is powered by Play IQ, Clear Channel’s intelligent scheduling & content management system that allows brands to effortlessly ad-serve relevant content to their audience.

Ultimately, this new DOOH network has transformed one of the oldest advertising mediums in the world, a static bus shelter site, & converted it into a modern, engaging, dynamic & flexible advertising format.