Programmatic Buying Capabilities Now Live in Belgium, European Roll-Out to Continue
UNITED KINGDOM — Clear Channel International (CCI), the international division of Clear Channel Outdoor (CCO), has launched an out-of-home programmatic buying platform in Belgium with additional markets planned to be rolled out across Europe later this year. Clear Channel International is planning to trade all of its inventory programmatically across most markets in 2017.
According to CCI, the first iteration of their programmatic solution focuses on trading CCI’s inventory on an automated guaranteed basis giving media buyers the ability to reserve a fixed volume of inventory at a fixed price. Media buyers can now access and buy audience-based packages across Clear Channel’s digital out-of-home (DOOH) network in the city of Brussels, via programmatic channels that include the Demand Side Platform (DSP), Adform, and a proprietary Clear Channel platform. The system is fueled by data from existing out-of-home audience data-sets that are both proprietary and from third parties.
The company has plans to offer their automated buying capabilities within the UK. In the first phase, buyers will have access to Clear Channel UK’s digital out-of-home network, Storm, beginning this March. This will be followed by the addition of its digital retail portfolio across shopping malls and supermarkets and Adshel Live, the UK’s largest digital roadside out-of-home advertising network.
“The launch of our programmatic buying solution represents a pivotal moment not just for Clear Channel International, but in the evolution of out-of-home, which has truly completed its transformation into a 21st Century digital media,” said William Eccleshare, Chairman and CEO of Clear Channel International.
Since the Belgian platform went live on January 9th, media buyers from ZenithOptimedia, Kinetic, and Blue 449 have bought digital-out-of-home campaigns programmatically, for major advertisers that include Mercedes-Benz, Deliveroo, and Beobank. Other media buyers who are also used the solution include Space, Posterscope, Outsight and Outdoor Service.
“I’m delighted to be able to test this one-to-many medium which pairs geographic proximity with consumer interests and a strong visual impact,” said Laurence Henuzet, Digital Trading Manager at ZenithOptimedia. “Clear Channel is embarking on this programmatic adventure with automated buying and we are keen to see this offering expanded across the board as it is a great product that will give our trading desk a 360° strategy.”
Following the launch in Belgium, CCI plans on evolving their platform with additional capabilities as it is further scaled internationally. Programmatic will ultimately embrace all of CCI’s solutions, according to the company, involving both traditional panels and digital screens, but will initially focus on digital out-of-home inventory as this will have the added capability of real-time campaign adaptation and delivery.
Additional connections to DSPs using Open Direct protocol (the protocol developed by the IAB specifically for automated guaranteed trading) are also developing programmatic guaranteed support, to allow OpenRTB protocol (industry standard for communication between buyers of advertising and sellers of publisher inventory) to be used. This will give buyers complete buying flexibility by allowing them to connect via the programmatic channel of their choice. Similarly, further data sets for enriched planning and campaign optimization are in the planning stage to provide transparent measurability for greater targeting and attribution.
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