OOH’s first automated buying system, The Clear Channel Ad Platform goes live
Clear Channel UK has become the first media owner to launch an automated buying system for Out of Home in the UK, the Clear Channel Ad Platform, with campaigns booked using the tool going live in London.
The launch follows a successful premier of the buying system by Clear Channel International (CCI) in Belgium earlier this year, and sees Clear Channel UK inventory, starting with their super premium Storm network in the first phase, traded on an automated guaranteed basis. This means advertisers can access and buy fixed volumes of premium inventory with fixed, upfront pricing.
Since the UK Ad Platform went live, media buyers have bought Storm campaigns automatically, for major advertisers including:
Advertiser Media buyer Agency
Santander Posterscope Carat
O2 Posterscope Forward Media
Budweiser Posterscope Vizeum
Other media buyers include Rapport and Kinetic.
Clear Channel’s Ad Platform will continue to evolve with additional capabilities as it is rolled out across their nationwide digital estate. Currently, advertisers can now access and buy packages across Clear Channel’s super premium digital Storm network, via the proprietary Ad Platform. Clear Channel are also working on further automated connections to our customers’ planning / buying tools as well as to Demand Side Platforms (DSPs).
Justin Cochrane, CEO, Clear Channel UK, said: “We are delighted to be leading Out of Home into the automation era, with the launch of the UK’s first OOH automated buying tool by a media owner. We’ve invested heavily in building a next-generation OOH estate in order to achieve our vision: to Create the Future of Media, Out of Home. Now it’s about getting the right automated systems in place, which will make our media easier to plan, buy and deliver, in order to maximise the benefits to advertisers. It’s fantastic to see brands embracing our automated Ad Platform, and I look forward to seeing the next level of creativity that automation will enable as it continues to make Out of Home smarter, simpler and more effective.”