Clear Channel’s New Media Buying Model Provides Brands with Greater Flexibility to Customize Campaigns
UNITED KINGDOM — Clear Channel UK has announced the launched of Storm, a new media buying model that provides brands with greater flexibility to customize their campaign engagements. Storm totally reinvents outdoor advertising’s traditional media buying model with a radical shift from two-week engagements and 30-second shared loops to completely bespoke solutions ranging from a targeted two-hour campaigns that hit commuter audiences on a Friday evening to a year-long engagements.
“Storm is the biggest and boldest launch in UK digital out-of-home this year,” said Errol Baran, Managing Director of Storm. “We want brands to take ownership and play differently. That means taking full control of some of the finest advertising structures anywhere in the world over a timescale that works for them.”
Clear Channel UK’s Storm sites have been designed to showcase brands through the creative flexibility of full ownership. Digital nameplates and customizable lighting complete the ownership story. The result is an offering that can be completely tailored to clients’ needs, built around maximizing creative and media planning potential for the brand. Clear Channel has been operating their new Storm media buying model at The Chiswick Towers since April with stunning campaigns from brands including Apple, Burberry, Coca-Cola, Google and Sky.
“Storm is a totally new kind of media owner,” said Matthew Dearden, Chief Executive of Clear Channel UK. “This isn’t just about beautiful, state-of-the-art sites – it’s about rethinking digital and fully embracing its inherent flexibility. We want to free clients from the constraints of shared loops and work in partnership with them to understand their challenges and connect them with the right audience at the right time.”
The Storm digital out-of-home network has launched with 4 locations that include Chiswick Towers, Cromwell Road Tower between Heathrow Airport and central London, A40 Power Station, and Coventry House at Piccadilly Circus. Clear Channel UK’s portfolio will be strengthened further with an additional digital signage screen at North London Towers on the North Circular at Brent Cross in the near future.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.