Advertisers will soon be able to run campaigns that link mobile marketing to billboards and outdoor media owned by Britain's largest outdoor advertising company.

The new Clear Channel Interact brand from Clear Channel Outdoor UK will let consumers opt-in to get more information on an advertiser, download mobile vouchers for special offers, access mobile sites or find a location such as a store or a gym. The ads will appear in outdoor media with mobile follow-up.

"We see the launch of Clear Channel Interact as the perfect marriage between the world's oldest and newest media," said Clear Channel Outdoor UK CEO Barry Sayer in a statement from London.

Advertisers will now be able to run outdoor ad campaigns that include a call to action for consumers to text a Clear Channel Outdoor UK-operated short code number. The short code can be a vanity number to fit the advertiser's needs.

A spokeswoman said Clear Channel Interact advertisers' names would be released at a later date.

Clear Channel Interact's services will include "Find Out More," "Mobile voucher," "Mobile Web site," "Find my nearest," "Consumer Feedback," "Voting service," "Voice messaging," "Picture messaging," "Text messaging" and "Directory listings."

Take the Find my nearest service, for instance. It can be used to drive retail traffic or follow the call to action for a particular campaign. The service will triangulate a consumer's location and search its database or the nearest locations by keyword. The matching destination's address, phone and map will be sent to the user's handset.

The Mobile voucher service will let an advertiser send vouchers directly to a mobile phone. The voucher can be redeemed directly in participating stores by entering a unique code online.

A backend system will support these services with tracking and data profiling for advertisers, following the requirements of Britain's Data Protection Act.

Nearly nine out of 10 adult Britons has a mobile phone, per the Mobile Data Association. Clear Channel Outdoor UK has 70,000 outdoor locations, reaching 84 percent of the British population weekly, according to TGI UK data.

Clear Channel Outdoor UK is a unit of Clear Channel Outdoor, the world's largest outdoor advertising firm based in the United States.

Brands in the Clear Channel Outdoor UK portfolio are Clear Channel Billboards, Clear Channel Adshel, Clear Channel Pinnacle and Taxi Media.

"While outdoor advertising provides clients with penetration at the heart of relevant environments and communities across the country, mobile technology closes the marketing loop by directly linking the consumer to the advertiser, initializing two-way communication," Mr. Sayer said in the statement.