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Clear Channel UK integrates its proprietary automated buying system (Clear Channel Ad Platform) with Posterscope’s location analytics, planning and trading platform, ECOS

-Initial roll out offered for Clear Channel’s premium Storm products, now available for Out of Home (OOH) specialist Posterscope to check availability and pricing, option and buy inventory inside its own ECOS system.
– The integration is a key milestone for Clear Channel’s automation strategy and vision for Creating The Future of Media, Out of Home.
– Work has begun with other Out of Home specialists to integrate the platform with their own systems and for the platform to carry additional products from the Clear Channel Portfolio.
Following the launch of the Clear Channel Ad Platform last year, the leading UK OOH media owner has connected its platform with Posterscope’s own location analytics planning and trading platform, ECOS. The direct connection simplifies the entire process of booking premium Storm inventory for the Posterscope team, from the initial checking of availability and cost, to placing options and purchasing.
The API integration is the first Clear Channel UK has made with an OOH specialist and is an important next step as part of the company’s automation strategy.
Clear Channel UK’s Ad Platform is a web-based portal, with access granted to authorised users. Inventory on the Platform is traded on an automated guaranteed basis. This means advertisers can access and buy fixed volumes of premium inventory with fixed, upfront pricing.
Ad Platform, wholly owned and developed by Clear Channel UK, delivers data via the Open Direct Protocol, the IAB (Interactive Advertising Bureau) standard. This method has meant integration has been straightforward for both Clear Channel and Posterscope.
Justin Cochrane, CEO, Clear Channel UK, says:“It’s fantastic knowing that brands will soon be getting the most out of our automated Ad Platform. The Integration with Posterscope is making booking Out of Home smarter, simpler and more effective.”
“We’re heavily investing in building a next-generation OOH estate in order to achieve our vision: to Create the Future of Media, Out-of-Home. Automation is the next step in making media easier to plan, buy and deliver, and maximise the benefits of our leading digital portfolio.”
Stephen Whyte, CEO, Posterscope UK added: “Planning and buying out-of-home can be logistically complex so anything that helps simplify the process and increase speed to market is welcome. Integrating our award-winning ECOS platform with Ad Platform will enable faster, more efficient planning and booking across Clear Channel’s digital estate, and, most importantly, allow clients to really leverage the flexibility and agility of digital OOH.
Via: Clear Channel

Westfield Launches Integrated Mobile and OOH Campaign Using xAd

Westfield has launched an innovative integrated mobile and Out-Of-Home campaign, with the aim of positioning the shopping centres as the place to be for entertainment.
The campaign, planned by Arena, showcases the breadth of offer available for the full day out experience at both Westfield Shepherd’s Bush and Stratford.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s performance data for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile not only amplifies 6 sheet posters, but plugs gaps in the OOH media plan where OOH infrastructure does not exist or is not available.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media as well as the analysis of Westfield store performance data.
Planned and bought by Arena and Posterscope, with creative by Portas, the integrated campaign will run for two weeks from today (2nd June).
Ryan Hedditch, Integration Client Director, Posterscope, said: “This campaign is particularly innovative as it connects both OOH media and hyper-local mobile display targeting with xAd. The analysis of Westfield’s performance data played a key part in establishing a role for mobile display media on this plan – providing the opportunity to plug the gaps in our OOH recommendation as well as amplifying OOH media locations.”