Clear Channel Outdoor last month launched its third network of digital billboards for the Los Angeles Times Media Group. In a 10-week campaign, the Times — in addition to advertising and promotion of its products — will be posting breaking news as it happens on billboards in LA’s highest traffic areas, including Santa Monica, Robertson, Wilshire and La Cienega boulevards. The 8-second news spots will run on 10 billboards roughly 71,000 times per week, Clear Channel said.

In addition to news, the Times’ digitally displayed messages direct audiences to multimedia news and information at www.latimes.com  and the Times print edition, as well as promote such offerings as the Los Angeles Times Festival of Books and the new Metromix L.A. events, culture and nightlife guide.

The spots, which began on Feb. 24 with Academy Awards coverage, have a combined reach of 455,300 people per day, according to audited Daily Effective Circulation tabulations, Clear Channel said.

“The Los Angeles Times stands out as a true innovator in the use of this new advertising medium, which not only expands awareness of the company’s brands, but enables it to stay in up-to-the-minute touch with its readers and Web site visitors over the course of the entire day,” said Paul Meyer, president and chief operating officer of CCO.

The full-color LED Digital Network billboards display dynamic content on a continuous 64-second loop of 8-second static advertisements.