BUR's Digital Overhaul: A New Ad Ecosystem Takes Flight in Hollywood

LOS ANGELES and BURBANK, Calif. – December 04, 2025 – As Hollywood-Burbank Airport (BUR) undergoes a monumental transformation, a parallel revolution is taking shape in how brands connect with travelers. Clear Channel Outdoor has secured a pivotal eight-year contract to redefine the airport's advertising landscape, a move that signals a deeper industry shift towards integrated, immersive, and data-driven media ecosystems. This partnership is not merely about installing new screens; it's about creating a seamless advertising narrative that begins in the terminal and extends across the sprawling Los Angeles metropolis, timed perfectly with the airport's ambitious $1.2 billion 'Elevate BUR' terminal project.

More Than an Upgrade: The Foundation of 'Elevate BUR'

The catalyst for this advertising overhaul is the 'Elevate BUR' project, a ground-up reconstruction of the airport's main terminal, slated for an October 2026 debut. The current terminal, a relic from 1930, is being replaced not to expand capacity—the new facility will retain the existing 14 gates—but to fundamentally enhance safety, efficiency, and passenger experience. Driven by the need to meet modern FAA safety standards, including greater distance between runways and the terminal, and to comply with current seismic and accessibility codes, the $1.1 to $1.3 billion project is a testament to future-proofing critical infrastructure.

Funded through a mix of federal grants, passenger fees, and airport-generated revenue without using local taxpayer dollars, the new 355,000-square-foot facility will be a significant upgrade over its predecessor. Passengers can expect wider corridors, modern shopping and dining, and a new parking structure with 900 EV charging stations. This modernization is crucial, as BUR has seen record-breaking passenger growth, handling over 6 million travelers in 2023 and surpassing 6.5 million in 2024. This surge in traffic, even without an increase in gates, underscores the necessity of a terminal built for modern passenger flow and comfort. It is this captive, growing audience within a state-of-the-art environment that makes the airport such a valuable canvas for Clear Channel's new media network.

The Hollywood Treatment: Immersive Tech Meets Brand Storytelling

At the heart of Clear Channel's vision is a nearly 100% digital media network designed to mirror the creative energy of Hollywood itself. The plan moves far beyond static posters, calling for the deployment of cutting-edge anamorphic 3D and Ultra-High-Definition (UHD) displays. These technologies represent a paradigm shift in out-of-home advertising.

Anamorphic displays create a stunning, glasses-free 3D illusion on flat screens, making content appear to leap out at viewers from a specific vantage point. This wow factor is proven to stop people in their tracks, driving immense engagement and social media shareability. While technically complex and costly to produce, the resulting immersive experience provides unparalleled brand recall. Paired with crisp UHD screens, which offer four times the resolution of standard HD, the visual fidelity will be exceptional. This allows for everything from intricate brand visuals to crystal-clear flight information to be displayed with breathtaking clarity.

"Our vision is to turn Hollywood Burbank Airport into an iconic and immersive media showcase that celebrates the creative spirit of Los Angeles," said Morten Gotterup, President, Clear Channel Outdoor Airports Division. The design will incorporate themed elements like gold-trimmed frames, evoking the glamour of Hollywood's golden age, seamlessly integrating the technology into the terminal's new architecture. This transforms the airport from a simple transit point into a destination for experiential marketing.

A Strategic Play for 360-Degree Market Domination

This eight-year partnership is a calculated strategic move by Clear Channel Outdoor to cement its dominance in the highly competitive Los Angeles advertising market. The win at BUR, a key gateway for entertainment industry executives and affluent travelers, is significant on its own, but its true power lies in its integration with Clear Channel's vast existing network. The company already reaches a staggering 99% of adults weekly across the LA metro area with a portfolio that includes over 80 digital billboards on major arteries, spectacular wallscapes on the Sunset Strip, and extensive transit shelter coverage.

By adding BUR to its portfolio, which already includes Long Beach Airport and several private jet terminals, Clear Channel can now offer what it calls a "360° connection." This allows a brand to create a continuous conversation with a consumer: from a digital billboard on the 405 Freeway, to an anamorphic 3D display upon arrival at BUR, and back to a street-level ad in Pasadena. This integrated ecosystem is a powerful differentiator against competitors like JCDecaux, which holds the contract for the larger LAX, and Lamar Advertising, which previously had a presence at BUR. By controlling multiple touchpoints across the traveler's journey, Clear Channel can offer advertisers unparalleled reach and campaign continuity, all powered by data analytics tools that enable precise audience targeting.

Data-Backed Engagement in the Age of the Affluent Traveler

The massive investment in this digital transformation is underpinned by compelling data on traveler behavior. A Nielsen Airport Study commissioned by Clear Channel reveals that airport advertising is not just noticed—it drives action. The study found that 83% of frequent flyers notice airport ads, and a growing 57% take a measurable action, such as visiting a website or scanning a QR code, after seeing one.

Crucially, the airport environment delivers a highly coveted demographic. These travelers, particularly business frequent flyers, have significant purchasing power and influence. The Nielsen data shows they are twice as likely to hold C-suite positions and influence over $500,000 in business spending. With average airport dwell times exceeding an hour, these consumers are in a receptive mindset, with 79% open to trying new products. The combination of a captive, affluent audience and an uncluttered, premium advertising environment creates a potent formula for brands. The new network at BUR is designed to capitalize on this dynamic, providing a platform for brands to engage with decision-makers in a meaningful way just moments away from the world's leading studios and creative companies. This synergy between a modernized physical hub and an advanced digital media layer provides a compelling blueprint for the future of airport commerce and brand communication.