Clear Channel Singapore’s OutSmart Pro enters programmatic omnichannel sphere
By Rajiv Raghunath - August 12, 2021
OutSmart Pro programmatic buys are powered by both the Hivestack SSP and the Vistar Media SSP, thus driving demand for Clear Channel Singapore from digital buyers using multiple DSPs including Hivestack, Amobee, MediaMath, The Trade Desk, Vistar Media, Verizon Media.
OutSmart Pro, Clear Channel Singapore’s programmatic service has entered the programmatic omnichannel landscape, making a frictionless digital ecosystem for brands a reality.
In 2020, Clear Channel launched Singapore’s first purpose-built exchange with Hivestack, the world’s leading full stack programmatic DOOH advertising technology platform. Outsmart Pro’s impression-based direct buys are powered by a white-labelled, tailored version of the Hivestack Ad Server and Hivestack’s Audiences & Measurement solution, allowing custom audience backed by location intelligence to deliver Clear Channel’s unique proposition of speed, control and intelligence. Being able to buy audiences, instead of merely spots in the loop, and to do it reliably and at scale, has driven considerable success for Clear Channel Singapore. Since the launch, OutSmart Pro has delivered over 240 million impressions, across 63 campaigns.
Today, OutSmart Pro programmatic buys are powered by both the Hivestack SSP and the Vistar Media SSP, thus driving demand for Clear Channel Singapore from digital buyers using multiple DSPs (including Hivestack, Amobee, MediaMath, The Trade Desk, Vistar Media, Verizon Media). This provides further opportunities for brands to access Clear Channel’s island-wide inventory that not only includes 250 digital screens, Play, but also the large format street-side digital billboard, Electric City, at Orchard. With its island-wide inventory, OutSmart Pro provides a reach of up to 418 million impressions monthly, possibly offering the largest DOOH coverage in Singapore.
Brands will be given the flexibility to choose from four options with OutSmart Pro – Assisted service where planning, optimising and reporting will be managed by the media owner; a DIY service for brands who prefer to have control of their campaign; Private Marketplace where private deals can be created via Hivestack or Vistar Media; and an Open Exchange where they get to decide the choice of inventory and bidding price.
Brands can expect greater brand safety by being less susceptible to ad fraud and increased transparency in their programmatic DOOH buys, as they will have access to information such as the physical location of the digital inventory. Combined with mobile in an omnichannel campaign, programmatic DOOH will allow advertisers to harness geolocation data for more accurate targeting and retargeting.
“Our programmatic revenue is expected to increase significantly this year, compared to 2020. It is an encouraging result considering we just celebrated the 1st year of the launch of OutSmart Pro just this July. This is due to the growing demand of marketers for speed and control over their campaigns, and the need for intelligence such as data that informs of their investment from optimisation to attribution, all of which OutSmart Pro has developed overtime to provide. Audience targeting, points-of-interest (POI) targeting, contextual targeting, uplift measurement, mobile retargeting and device ID passbook are some of the powerful features of OutSmart Pro. The versatility and relevance of pDOOH, although a relatively new concept, is definitely weaving its way into traditional advertising channels and we look forward to seeing how it continues to evolve,” says Kelly Khoo, Chief Executive Officer, Clear Channel Singapore.
"We are thrilled to continue expanding our digital out of home (DOOH) footprint through this key partnership with Clear Channel Singapore in the SEA region. It’s promising to see Outsmart Pro entering the programmatic DOOH ecosystem and we look forward to powering their impression-based direct buys through our white-labelled, tailored Ad Server and Audience & Measurement solution. Programmatic DOOH is now a crucial component of any omnichannel media strategy and through the Hivestack SSP, Outsmart Pro will be able to deliver programmatic DOOH campaigns at scale, whilst driving demand for Clear Channel Singapore from digital buyers through the Hivestack DSP,” says Andreas Soupliotis, President & CEO, Founder, Hivestack.
“Today’s digital buyers are eager to access the best of out-of-home media – high-impact, premium inventory such as Clear Channel’s digital screens – combined with the audience targeting and measurement capabilities that we provide through programmatic. We’re excited to add Clear Channel Singapore to our SSP’s global marketplace for the world’s buyers to reach consumers through flexible transactions and data-driven strategies,” says Ben Baker, Managing Director, APAC, Vistar Media.