clear channel international is one of the world's largest outdoor advertising firms, with hundreds ofworld. but in the past five years, there's been a revolution in the industry with digital displays replacing the old—fashioned paper poster. the company's ceo is william eccleshare. he explains how he keeps up the new technology. technology has become so important to our industry and making sure that iam to our industry and making sure that i am current with what technology can do is a slightly critical. —— absolutely. instead of buying a panel for a fixed period of one or two weeks, we can literally change the message every few seconds to advertisers can use those screens to advertisers can use those screens to advertise in particular times of day or particular days of the week they can advertise responsive to particular weather conditions or music events and that gives that ability to be very relevant to the target audience that the advertiser is trying to reach. the most important thing for any ceo is to make sure that you are learning all the time so i very consciously set aside ti