Clear Channel International launches OOH programmatic buying tool

Clear Channel International has launched what it claims to be the first out-of-home programmatic buying tool now available in Europe. The Drum reports that the solution is currently live in Belgium with advertisers including Mercedes-Benz, Beobank and Deliveroo and will be further rolled out to the UK in March, when advertisers will be able to buy ad space on Clear Channel UK’s DOOH estate, Storm. This will be further followed by ad space on its digital retail portfolio across shopping malls and supermarkets, as well as its digital roadside network Adshel Live.

It will eventually include the automated buying of non-digital panels, but initial focus is on DOOH inventory to give advertisers the ability to alter and deliver campaigns in real-time.

William Eccleshare, chairman and chief executive 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. 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."

The launch of the Clear Channel offering means advertisers can now access and buy audience-based packages across its DOOH using programmatic platforms including Adform, plus a proprietary Clear Channel offering.

Courtesy: FEPE International Newsletter