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Clear Channel International launches out-of-home’s first programmatic buying solution with a guaranteed offer for the European advertising market

In another media first, Clear Channel International (CCI), the international division of Clear Channel Outdoor (CCO), has launched the first out-of-home programmatic buying tool with a guaranteed offer in Europe – this automated solution is live in Belgium. CCI is also announcing plans for the continued roll-out of its programmatic capabilities across Europe, including details of a March launch in the UK.
The first iteration of CCI’s programmatic solution focuses on trading its inventory on an automated guaranteed basis – giving media buyers the ability to reserve a fixed volume of inventory at a fixed price. Customers can now access and buy audience-based packages across Clear Channel’s digital out-of-home (DOOH) network in the city of Brussels, via programmatic channels that include the Demand Side Platform (DSP), Adform, and a proprietary Clear Channel platform. The system is fuelled by data from existing out-of-home audience data-sets – both proprietary and third party. By offering solutions based on audience, using buying tools and technologies with which media buyers are already familiar, Clear Channel’s programmatic solution significantly simplifies the process of buying out-of-home.
The next Clear Channel market to offer automated buying capabilities will be the UK. In the first phase, buyers will have access to Clear Channel UK’s premium digital out-of-home estate, Storm, from March. This will be followed by the addition of its digital Retail portfolio across shopping malls and supermarkets and Adshel Live, the UK’s largest digital roadside out-of-home advertising network.
Since the Belgian platform went live on January 9th, media buyers have bought digital-out-of-home campaigns programmatically, for major advertisers including:
Advertiser Media buyer
Beobank Blue 449
Deliveroo Kinetic
Mercedes-Benz ZenithOptimedia
Other media buyers who are also using the solution include: Space, Posterscope, Outsight and Outdoor Service.
Following the successful launch in Belgium, CCI’s programmatic tool will continue to evolve with additional capabilities as it is further scaled internationally. Programmatic will ultimately embrace all of CCI’s solutions involving both traditional panels and digital screens, but will initially focus on digital out-of-home inventory as this will have the added capability of real-time campaign adaptation and delivery. Additional connections to DSPs using Open Direct protocol (the protocol developed by the IAB specifically for automated guaranteed trading) are also developing programmatic guaranteed support, to allow OpenRTB protocol (industry standard for communication between buyers of advertising and sellers of publisher inventory) to be used. This will give buyers complete buying flexibility by allowing them to connect via the programmatic channel of their choice. Similarly, further data sets for enriched planning and campaign optimisation will be added to provide transparent measurability pre-, during and post-campaign for greater targeting and attribution.
Driven by the rapid pace of programmatic adoption in other media, particularly online, where in the UK, 70% of online display media was traded programmatically in 2016, Clear Channel International will be ready to programmatically trade 100% of its supply across some key products and markets in 2017.
William Eccleshare, Chairman and CEO of Clear Channel International, said, “Programmatic buying has revolutionised the buying process in many key media sectors and we believe it will do the same for out-of-home. Anything that makes our fabulous product easier to buy is to be wholeheartedly welcomed. We are making our media simpler to plan, buy, optimise and measure through familiar buying technologies offering data-fueled audience-based solutions in real time. We thus offer new and existing customers the measurability, creativity and flexibility they demand. Clear Channel International’s programmatic solution enables brands to deliver the right message to the right audience at the right time. It connects them even more effectively with their audience – whilst still allowing them to achieve the mass reach and fame Outdoor delivers more efficiently than any other medium.
“The launch of our programmatic buying solution represents a pivotal moment not just for Clear Channel International, but in the evolution of out-of-home, which has truly completed its transformation into a 21st Century digital media.”
Commenting on CCI’s strategy and ongoing development plans for programmatic, Stefan Lameire, Chief Customer and Revenue Officer, Clear Channel International, added, “Today’s announcement is just the beginning of Clear Channel International’s programmatic journey. Our vision is for one technical programmatic platform which can be shaped and adjusted by market, to suit the specific local buying needs of our customers. Once we have rolled out automated guaranteed trading across the business, we will be assessing where and when we also release our inventory to bidded marketplaces, as well as enabling media buyers to layer on their own audience data to further enrich the targeting process. Ultimately, it will be our customers rather than technology, driving the speed and detail for further programmatic development.”
Commenting on the UK launch of the CCI programmatic solution, Clear Channel UK’s CEO Justin Cochrane said, “In the UK, Clear Channel’s vision is to Create the Future of Media, Out of Home. Launching a Programmatic solution is the next logical step in our market, which has been undergoing an unprecedented digital transformation over the past twelve months.
“We have already seen advertisers embrace the creative possibilities of digital to activate deliver flexible, contextually relevant campaigns that connect brands with people. Now we are investing in automation to further increase advertiser benefits. Success for us is to offer a huge array of possibilities for advertisers while making out-of-home simpler and even more effective with increased flexibility, creativity and measurability.”
Via: Clear Channel UK
 

Camelot, Clear Channel, Posterscope & Vizeum deliver the UK’s biggest ever digital Out of Home campaign on New Year’s Day

In the largest Digital Out of Home (DOOH) campaign in UK history, The National Lottery celebrates a record 347 millionaires made in 2016 and wishes the nation good luck in 2017 across Clear Channel’s entire national digital estate – in partnership with Posterscope & Vizeum.
The New Year’s Day campaign, delivering over 10 million impressions, marks the first time Clear Channel’s entire market-leading digital estate has been taken over by one single brand.
In a media first, National Lottery operator Camelot, in partnership with Out of Home communications agency Posterscope, has celebrated the first day of the New Year by taking over Clear Channel’s entire digital estate in the UK to celebrate a record 347 millionaires made in 2016 and wish the nation good luck in 2017. With almost 6,000 screens nationwide, Clear Channel is the UK’s largest provider of Digital Out of Home media, and the campaign will generate over 10 million impressions in the single day it will be live.
The campaign, delivered programmatically using Clear Channel’s content and inventory management system, Play iQ, will appear across multiple DOOH environments. This includes the UK’s first nationwide roadside DOOH network, Adshel Live, which has just celebrated its 2 billionth play and consists of nearly 1,000 state-of-the-art digital 6-sheets right across the country.
The National Lottery’s ‘Good Luck’ campaign will also run across Clear Channel’s market-leading retail estate which includes Malls Live, recently-launched Malls Live XL, Sainsbury’s Live, Asda Live, Socialite and Forecourts – reaching thousands of shoppers in key locations as the January sales kick off and activating purchase decisions at point of sale.
Camelot will also appear on Clear Channel’s nationwide Storm network of super premium digital screens. The ‘Good Luck’ campaign will take over iconic London DOOH sites such as Storm Chiswick Towers, the North London Towers, Shoreditch High Street and Borough High Street. Across the UK, Storm The Mile in Leeds, Storm Liverpool Towers and Storm Mancunian Junction will also feature the ‘Good Luck’ creative, as well as Clear Channel’s 55-strong nationwide Wrap digital billboard network adding fame and prestige to the campaign’s national reach.
Justin Cochrane, CEO of Clear Channel UK, said: “This is a landmark campaign for Out of Home media, and a fantastic way to kick off 2017. The flexibility of digital has made dynamic campaigns like The National Lottery’s ‘Good Luck’ campaign achievable, and the nationwide footprint of our estate means we can offer advertisers broadcast reach with over 10 million impressions daily.
“As programmatic continues to play an increasing role in the deployment of digital campaigns, it’s great to see brands harnessing the power of Out of Home to engage the public in context, at scale.”
Mark Waddell, Client Director at Posterscope, said: “Camelot was looking for a high-impact campaign that would reach all corners of the UK to wish the nation good luck for the year ahead. This total take-over of the entire Clear Channel estate does this and welcomes in the New Year with impact, we are excited to be part of another DOOH media first.”
National Lottery Marketing Manager, Adam Chataway, said: “With a record number of millionaires made in 2016, we felt that New Year’s Day was the perfect time to celebrate how The National Lottery changes people’s lives and wish the nation luck for the year ahead. The ever-growing scale of Digital Out of Home makes it the perfect platform for us to do that with the necessary reach and impact.”
James Cross, Business Director, Vizeum, said: “Camelot have become drivers of innovation in the Digital OOH space and we are really excited to be using OOH in this creative way. At Vizeum we want to use media to drive growth for our clients. The increasing flexibility of the OOH channel is playing into our hands here and we are delighted to be able to celebrate a record breaking number of millionaires through a digital takeover of this scale.”
Via: Clear Channel UK

Clear Channel launches Malls Live XL

Clear Channel UK has announced the launch of ‘Malls Live XL’, premium large format digital screens in Malls right across the UK. Malls Live XL has been unveiled with the launch of full motion portrait screens in Festival Place in Basingstoke, Manchester Arndale and Intu Merry Hill by the end of 2016.
These will be followed by the introduction of portrait Malls Live XL to The Mall at Cribbs Causeway in Bristol, Intu Trafford Centre, and three further screens in 2017. Landscape Malls Live XL is live at Intu Trafford Centre in Manchester, and will launch in London in early 2017.
Malls Live XL will join Clear Channel’s market-leading retail portfolio which includes Malls Live digital 6-sheets in Malls nationwide, and the UK’s largest digital Out of Home supermarket network; Sainsbury’s Live and Asda Live.
Malls Live XL will allow advertisers to reach thousands of shoppers in some of the UK’s top leisure destinations, complementing the smaller format Malls Live proposition with the grandeur of premium large format digital. Like the rest of Clear Chanel’s digital Out of Home network, Malls Live XL will be underpinned by Play iQ – the media owner’s pioneering web-based content and inventory management system.
Justin Cochrane, CEO at Clear Channel UK, said: “We’re thrilled to be launching our Malls Live XL network, with the introduction of premium large format digital screens in malls right across the UK.
The launch of Malls Live XL builds on the success of our fully digital Malls Live and supermarket networks, and gives advertisers the opportunity to reach a valuable shopper audience in a leisure environment, when they are in the mood to spend. The flexibility and prestige of large format digital enables brands to activate purchase decisions at the point of sale, with immediate and powerful impact.”
 

Clear Channel renews media sales deal with Amscreen

Clear Channel UK extends forecourt network media sales deal for a further 3 years
Clear Channel UK has announced the extension of their media sales partnership with leading screen solutions provider Amscreen. The deal sees them continuing to sell advertising opportunities on the national screen network for a further 3 years.
The deal provides Clear Channel UK with exclusive rights to selling advertising opportunities across this 2700+ digital out-of-home network. The network reaches 18.4 million adults every two weeks through a national presence in leading forecourt and convenience locations operated by Tesco, BP, Shell and Esso as well as other leading independents.
Clear Channel has held the contract since May 2016 and the renewal represents a move to bring the national digital screen network into the business as a key supplement to their existing portfolio of digital and classic outdoor estate.
Chris Pelekanou, Clear Channel UK Commercial Director “We’re delighted to be continuing our partnerships with Amscreen – this vast national network is an excellent addition to our market-leading retail proposition which includes digital screens at Sainsbury’s and Asda stores nationwide and our all-digital malls portfolio. This announcement further strengthens our national digital reach for our advertising and agencies.”
Simon Sugar, Amscreen CEO: “Clear Channel has brought this network into their broader business offering the exceptional insight, talent and resource that comes with this market leading out-of-home company , working with an established media partner, it allows Amscreen to focus on its core of delivering 1st class, end to end digital signage products and services.”

Clear Channel launches rebranded 2017 Outdoor Media Awards

Chris Pelekanou, commercial director at Clear Channel UK,  explains why Clear Channel and Campaign are refreshing and rebranding their successful Outdoor Planning Award, which are now open for entry.

“Even as the oldest advertising medium, outdoor is still as ubiquitous as ever. And no single media channel is in a more exciting place right now.

While other media fragments, OOH’s ability to offer unbroken broadcast reach is becoming even more valuable to advertisers as consumers become more discerning when it comes to the media with which they interact. You can’t ad-block a poster. You can’t skip it, mute it or turn the page. Outdoor in the UK is a part of the urban landscape; a mass canvas for creativity that consistently reaches the nation at scale.

We are in a period of unprecedented transformation, with new technology offering advertisers the opportunity to activate campaigns in creative and smart new ways: from choosing exactly the right day part to location-targeted advertising, and campaigns that are activated by weather or traffic speed.

Super-premium DOOH is a fantastic way to bring together new technology and creativity. It is also a brilliant way to deliver “Brand Fame”, as a major study conducted by Clear Channel recently proved. The results didn’t surprise me. The prestige and grandeur of super-premium DOOH creates an incredible visual impact – and I believe really great advertising locations should be as iconic as the brands that advertise on them.

To reflect the rapid changes in our industry, Clear Channel and Campaign are refreshing and rebranding our successful Outdoor Planning Awards as the Outdoor Media Awards, kicking off their second decade.

The Outdoor Media Awards will celebrate the entire industry, with new award categories – including one voted for by the public – all rewarding creative excellence  and ingenuity in outdoor advertising.

Sound exciting? Want to get involved? Watch this space”

Via: Campaign

 

British Land secures 100 screen portfolio deal with Clear Channel UK

British Land has signed a significant digital advertising contract with Clear Channel UK to install over 100 digital advertising panels across its regional and local multi-let retail portfolio. The initiative supports the company’s vision to create Places People Prefer by enlivening the consumer experience in response to changing modern consumer lifestyles.
In addition to driving incremental income into the business, British Land will benefit from enhanced consumer insight to further its already strong understanding of consumers which informs its strategy and benefits occupiers by increasing retail spend. The transaction represents a first for both British Land and Clear Channel UK in its scale.
State-of-the-art digital advertising panels will go into centres including Meadowhall, Sheffield; Ealing Broadway, W5; Drake Circus, Plymouth; St Stephen’s, Hull; Glasgow Fort; Fort Kinnaird, Edinburgh; New Mersey, Speke and Teesside, Stockton. The deal is an evolution of an existing partnership that started at Meadowhall almost ten years ago.
Clear Channel UK will provide a mix of large format and ‘6-sheet’ sized digital screens and interactive digital screens across the centres. This will enable increased engagement with consumers through touch screen and interactive technology which engage all five senses and allows occupiers to understand their customers better through advertising and product placement. The Meadowhall screens will also have bespoke design features that will reflect the distinct districts being delivered as part of the centre’s substantial £60m internal refurbishment which is due for completion by the end of 2017.
The digital transformation of British Land’s in-centre retail advertising forms part of Clear Channel’s ongoing investment in smart technology. The new network of screens will run on Play iQ, Clear Channel’s product management platform.
David Isom, Commercialisation Manager for British Land, said: “The partnership with Clear Channel UK is part of our continued drive to enhance the use of technology across our centres and enliven the consumer experience in response to the changing way people live their lives. The mix of large format and interactive screens will offer brands the opportunity to better engage with our audience. We look forward to furthering our relationship with Clear Channel and are continuing to explore other opportunities across our £20 billion portfolio.”
Chris Pelekanou, Commercial Director for Clear Channel UK, said: “We’re delighted to be working with British Land on the digital transformation of advertising across its nationwide retail portfolio. Building on our long-standing partnership in Meadowhall and Drake Circus, the introduction of digital screens will provide flexible, dynamic advertising for brands, and unforgettable media experiences.”
The digital advertising panels will be installed over the course of 2017.
 

Clear Channel's Adshel Live returns to London

Clear Channel UK has announced the return of Adshel Live to London, alongside ambitious plans to transform payphones across the capital and nationwide. This news follows the Out of Home media owner’s acquisition of Arqiva’s payphone division earlier this year.
As of 3rd October, Clear Channel will begin transforming aging phone boxes into brand new phone boxes featuring Wi-Fi, interactive local maps and payphone services, with an Adshel Live digital screen integrated into every unit. The screens have been designed and built by Amscreen at their factory near Bolton, creating vital jobs in the area and supporting manufacturing in the UK.
The stunning new phone boxes re-imagine the iconic London phone box for the 21st Century and pay homage to a design classic – breathing life back into the traditional, and instantly recognisable, British payphone.
As part of their commitment to transforming and enhancing UK high streets, Clear Channel is to plant and care for a tree in the local area for every phone box they upgrade. The new trees will be planted in partnership with international environmental charity, Trees for Cities.
As with the rest of their nationwide Adshel and Adshel Live digital networks which appear at thousands of bus shelters right across the UK, Clear Channel will be responsible for the installation, cleaning and maintenance of the units at no cost to the public. Over the last five years alone, Clear Channel has contributed £170 million to public infrastructure for the UK communities they operate in.
By the end of 2016, Clear Channel will have installed over 100 new phone boxes in London. This will rise to up to 500 boxes in London by the end of 2017 – bringing the number of Adshel Live screens across the country to over 1,500 –further enhancing the UK’s only national roadside digital Out of Home network.
Justin Cochrane, CEO of Clear Channel, said “We’re enormously proud to announce the return of Adshel Live to London, bringing the flexibility and dynamism of the network back to advertisers in the capital.
“Not only does this announcement mean amazing opportunities for advertisers in key retail locations right across the capital, it also means hundreds of beautifully designed, British-built phone boxes offering valuable services such as public Wi-Fi and interactive local area maps.”
“Clear Channel can trace our roots in London all the way back to 1936 and we’re committed to this wonderful city. Our new phone boxes will become part of the fabric of the capital and we’re delighted to be working with Trees for Cities to plant a tree for each and every phone box we upgrade. This announcement will see us enhance the urban environment, provide valuable public services and leave a lasting legacy for Londoners.”
Simon Sugar, Amscreen’s CEO commented: “Over the last year we have delivered more than 1200 screens as part of the Adshel Live network and we’re now very pleased to be able to extend our partnership with Clear Channel with a ground-breaking new product. We’ve worked closely with the team to design and manufacture an entirely new unit that we’re confident will revolutionise the on-street out of home space.”
Sugar continued; “This extensive roll-out of these revolutionary new phone box displays plays into Amscreen’s key strengths in terms of delivering a scalable product that ensures ease of deployment, maintenance and leverages the power of real-time insight. Were also proud to say that this has all been developed and built on home soil so British engineering talent has been key in launching these modernised, iconic displays”
David Elliott, CEO at Trees for Cities, said, “Trees are one of the most vital elements of liveable and healthy cities. They help create spaces that promote physical activity, reduce mental illness, and enhance community cohesion and a reconnection with nature. They clean pollutants from the air, prevent flooding, mitigate the urban ‘heat island effect’, shield traffic noise, and provide an essential habitat for the biodiversity that supports our ecosystem services. Tree-lined streets increase property values and promote economic activities in business districts.  It is remarkable how much we rely on trees, yet how much we can take them for granted.”
Elliott added, “Our cities’ environments and tree stocks face multiple risks and threats, and their futures are integrally tied to the actions of the business sector. The leadership and vision that Clear Channel has demonstrated in supporting and promoting this programme is truly inspirational. They have set a high benchmark and a challenge to other companies to follow that can help secure resilient urban environments for generations to come.”

Dearden leaves Clear Channel

Matthew Dearden, the Europe president of Clear Channel International, is leaving the business as the outdoor company tries to become “more agile”.
William Eccleshare, the company’s chairman and chief executive, said he would work “more closely” with the outdoor ad company’s business units as Clear Channel adapts to become a fully digital medium.
Dearden was the UK chief executive of Clear Channel up until 2014, having joined the company in 2010, during which time it introduced the UK’s first roadside digital network of two square metre HD screens in London. He was replaced as UK CEO by Justin Cochrane, the former chief operating officer for Europe.
Prior to Clear Channel, he was marketing director for BT’s consumer business and has also held roles in digital TV at telecoms at Telewest after srtating his career as an assistant brand manager at Procter & Gamble.
Last month he was appointed as the president of FEPE International, the global association of outdoor advertising companies.
Patrick Ugeux, the chief transformation officer at Clear Channel International, has also left the business.
Eccleshare said: “Out-of-home is transitioning into a truly digital medium thanks to the creative and engagement opportunities made possible by new technologies.
“To help us realise these opportunities at speed and scale I will be working more closely with our business units. CCI is building an agile advertising culture, allowing us to be able to quickly respond to the changing needs of our customers, and deliver creative, smart and effective audience-based solutions.”
Via: Campaign

Clear Channel Outdoor’s Matthew Dearden Appointed President of FEPE International

Barcelona, Spain:  Matthew Dearden, Clear Channel Outdoor’s President, Europe, has been appointed President of FEPE International, the worldwide association of outdoor advertising companies. The news was announced at the 57th FEPE Congress in Barcelona (June 1-3) by the current FEPE President, Antonio Vincenti.
In his new role as President of FEPE, Matthew has outlined a new vision for the organisation, centered around ‘Inspiration’.  The theme reflects both the creative power of the outdoor medium to connect advertisers and people, and also FEPE’s role: to inspire the out-of-home advertising business.
Matthew will also be responsible for chairing the FEPE Board, comprised of senior executives from the global out-of-home industry, to lead FEPE’s new vision and support the organisation’s worldwide lobbying for outdoor advertising with authorities, international organizations, political opinion formers and the communication media.
Matthew – a Vice President on the FEPE Board since 2014 – replaces Antonio Vincenti CEO of Pikasso, Lebanon, who has been in the role of President since 2014.
Commenting on his appointment as President and aims for FEPE, Matthew Dearden, Clear Channel Outdoor’s President Europe said: “I am both honoured and thrilled to accept the role of President of FEPE: honoured to be leading the global association for outdoor advertising during the medium’s biggest transformation; and thrilled at the unique potential this organisation has to nurture our international community to champion out-of-home and drive its continued growth. I look forward to working with the Board and FEPE’s team and members in bringing this vision to life.”
“I am delighted Matthew has agreed to be President. His contribution to the Board has already been very positive and helpful. The management team look forward to working with him”, added John Ellery, Executive Director of FEPE.
Via: FEPE

Posterscope Wins 3 Clear Channel Outdoor Planning Awards

Last night, 5th May, the OOH industry gathered at the St. Pancras Renaissance Hotel to celebrate the 10th anniversary of the Clear Channel Outdoor Planning Awards. A major event in the outdoor media industry calendar, the awards recognise outstanding strategic planning across six categories.
Posterscope were delighted to come away with three awards and one highly commended place. The winning campaigns were:
Best use of data and insight – Bethesda, Fall Out 4 – Posterscope/Target Media/Locomizer
This category recognises campaigns that demonstrate the best use of digital in Out of Home.
Best use of multi-media – Dixons, Curry’s PC World Spare the Act – Posterscope/Blue449/Liveposter
This category rewards the most outstanding integrated and multi-platform campaign that uses significant Out of Home advertising and at least one other media platform.
Best use of continuity and long-term brand-building – Camelot, Always on OOH – Posterscope/Vizeum/Liveposter.
Long-term planning strategy is recognised in this award.
Highly commended –  Santander also came highly commended for best use of digital.
 
Posterscope was also shortlisted in:
Best use of innovation – Bahio, Ai – Artificial Intelligence – Posterscope/M&C Saatchi/Clear Channel
This category rewards the application of innovative and creative thinking to a campaign.
Best use of multiple formats – Microsoft, Surface Pro 4 – Posterscope/Empower Media/M:United McCann
This category is for campaigns that successfully utilise two or more distinct formats as part of an Out of Home-only campaign or within a wider multi-media initiative that has a substantial Out of Home element.