Automated Digital Billboard Purchasing Meets Marketers’
Demands by Tapping into Audience-Driven Data that Integrates OOH
into the Broader Programmatic Media Ecosystem, Enabling Smarter and
Easier Buys
Clear Channel Outdoor Americas (CCOA) (NYSE:CCO), a subsidiary
of iHeartMedia, Inc., announced today with Rubicon Project
(NYSE:RUBI), operator of one of the largest advertising
marketplaces in the world, the development of the first automated
programmatic Out-of-Home (OOH) buying solution – which, for the
first time, makes CCOA’s digital billboard inventory available to
programmatic buyers via Rubicon Project’s Private Marketplace
(PMP). This will now enable advertisers and brands to purchase
CCOA’s high-impact digital billboard inventory at scale,
seamlessly, within a PMP. Built from the ground up by CCOA and
Rubicon Project, this new digital OOH (DOOH) exchange combines
CCOA’s significant reach of 1,000 digital billboards across 25 of
its 29 digital U.S. markets with Rubicon Project’s leading
technology platform.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20161214005959/en/
Entertainment brands like Matilda the
Musical are leveraging Clear Channel Outdoor's new programmatic
media buying solution powered by Rubicon Project. (Photo: Business
Wire)
This first-to-market offering positions CCOA and Rubicon Project
to rapidly grow the programmatic buying market for OOH which was
recently forecast by Zenith to grow faster globally than all other
buying methods1 in 2017.
The solution blends ad tech and smart media with human
intelligence and has seen early success in its first near-real-time
buying pilot campaigns with clients, such as Matilda The Musical.
CCOA maintains touchpoint with digital buyers allowing for greater
transparency and smarter OOH buying.
In the pilot campaigns launched through the new technology
integration, advertisers were able to transact OOH advertising buys
through programmatic private marketplaces with leading demand side
platforms (DSPs) that included MediaMath, TubeMogul & Rubicon
Project’s own Enterprise Bidder feature, allowing digital marketers
and media buyers to target distinct audience segments and bid on,
and transact, against premium outdoor advertising space making
billboards smarter and easier to buy.
Building upon the successful February 2016 nationwide launch of
Clear Channel RADAR, a suite of research, data and analytics tools
to help advertisers and agencies more effectively plan and buy CCOA
media, this new programmatic platform taps into mobile data-driven
audience insights and gives digital marketers the unique ability to
buy DOOH inventory via the world’s leading private marketplace
powered by Rubicon Project and apply the same sophisticated buying
solutions they’ve come to expect in the ad tech space. Further, it
streamlines OOH buying and boosts efficiency and budget control
through ad automation allowing media budgets to be shifted,
increased or decreased easily cross platform via PMP.
“We are excited to be first-to-market on an initiative that we
believe represents a new frontier in media buying. The ability
to programmatically buy digital billboard advertising against
specific audience goals is a true innovation. Utilizing relevant
data from Matilda The Musical’s online campaigns, we were able to
deliver a more insightful, targeted OOH plan than ever before,”
said Joshua Poole, Director, Media and Agency Innovations, AKA
NYC.
“With this new programmatic capability through our partnership
with Rubicon Project, buying outdoor ads can be done fluidly
alongside desktop & mobile,” said Wade Rifkin, SVP,
Programmatic, Clear Channel Outdoor Americas. “As more digital
marketers invest programmatically, this is an opportunity to
achieve the scale and impact of out of home through the same
platform they’re using for cross-channel buying. CCOA’s
programmatic solution marries data-driven decision-making with
media locations in the physical world, where consumers are spending
over 70 percent of their time, combining the best elements of
physical and digital advertising together.”
Clear Channel International (CCI), the international division of
Clear Channel Outdoor (CCO), is also developing a programmatic
solution for the European advertising market and will be announcing
its launch plans in January 2017. Following the completion of these
initial U.S. campaigns, CCOA and Rubicon Project expect to
integrate additional features and inventory for select advertisers.
New Demand Side Platforms (DSPs) should also be available,
including Adelphic, DataXu and Simpli.fi, to offer a roster of
premier partners for activation based on a media buyer’s needs.
“At Rubicon Project, we remain steadfast in our commitment to
pursue and present advertisers with opportunities to transact
programmatically across all media types, in all formats, across all
markets,” said Harry Patz, Chief Revenue Officer, Rubicon Project.
“Digital out-of-home inventory is one of the fastest growing
markets today with spending projected to reach $4.47 billion by
2019, accounting for more than half of the total OOH spending in
the US. We are extremely excited to continue to be a pioneer in
this exciting space having collaborated with Clear Channel Outdoor
Americas to engineer the only solution available in the U.S. market
today where advertisers are able to transact digital billboard
inventory in a Private Marketplace.”
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc., (NYSE: CCO) is one of the
world’s largest outdoor advertising companies, with more than
650,000 displays in over 35 countries across five continents,
including 43 of the 50 largest markets in the United States. Clear
Channel Outdoor Holdings offers many types of displays across its
global platform to meet the advertising needs of its customers.
This includes a growing digital platform that now offers over 1,050
digital billboards across 29 U.S. markets. Clear Channel Outdoor
Holdings’ International segment operates in 19 countries across
Asia and Europe in a wide variety of formats.
More information is available at www.clearchanneloutdoor.com and
www.clearchannelinternational.com.
Like us on Facebook at facebook.com/CCOutdoor
Follow us on Twitter at twitter.com/CCOutdoorNA
About Rubicon Project
Founded in 2007, Rubicon Project’s mission is to keep the
Internet free and open and fuel its growth by making it easy and
safe to buy and sell advertising. Rubicon Project pioneered
advertising automation technology to enable the world’s leading
brands, content creators and application developers to trade and
protect trillions of advertising requests each month and to improve
the advertising experiences of consumers. Rubicon Project is a
publicly traded company (NYSE: RUBI) headquartered in Los Angeles,
California.
1According to AdExchanger’s article: “Zenith: PMPs Will Overtake
RTB Buying By 2018
View source
version on businesswire.com: http://www.businesswire.com/news/home/20161214005959/en/
Media:Clear Channel Outdoor AmericasJason D King,
212-812-0064JasonDKing@ClearChannel.comorCindy Stoller,
917-331-0418cindy@feverpress.comorMedia:Eric Bonach,
310-207-0272press@rubiconproject.com
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