digital capabilities
TRANSCRIPT
For more information contact your sales representative or visit ClearChannelOutdoor.com.
The Power of Digital & OOH
Benefits of Digital • National Reach
• Custom Targeting• Flexible scheduling• Real Time Control
• Social Amplification
Bring the power of Digital media to your Out-of-Home campaign: national scale, digital speed, flexibility and real-time control
Clear Channel Outdoor: Digital Network• Digital Reach: 100 million Adults 18+/Four weeks • Diverse: 21 million Hispanic Adults 18+/Four weeks
(over half of all of Hispanic Adults 18+ in the United States)• Engagement: 84% of travelers noticed OOH in the last month• Mobile/Social: Largest integrated Mobile/OOH Network with
75,000 sites in 23 countries
Digital OOH: Flexible, Adaptive & Immediate• Run multiple creative executions• Engage with dynamic content including live sports scores,
news, photos, social feeds and more• Invite consumer interaction with touch screens, full motion
displays and mobile capabilities including NFC/QR, beacons, geofencing, and WiFi
Sources: TAB OOH Ratings, Telmar Group Inc., November, 2014.; 2013 Arbitron OOH Reports: Travel-ers 80% mobile data from Cisco, 2012 .
80%
Re-thinking the Media Landscape• Other mediums not effectively reaching on-the-go consumers
of mobile data usage occurs indoors
Immediate impact for quick sales results.Target sees sales lifts during Black Friday sales and iPhone Launch in stores after Digital OOH campaign
Digital Success Stories: Target
Black Friday
Target utilized Digital OOH, radio and online campaign ability to drive maximum store traffic & sales around Black Friday weekend
Overview• 20 key markets for 4 days (11/18-11/22)
• Boards geo-targeted all 1,754 stores in 3 mile radius
• Campaign produced and booked only a week before the crucial sales period
Results• Digital OOH outperformed other media in driving measured
traffic to store & positive sales results:
• Awarded incremental budgets to run 5 additional DOOH holiday campaign intervals added pre & post holidays
• Copy with direct call to action or price point generated higher results (ex: countdown with dates/times, toy sale BOGO) than generic sales (ex: save up to 50% clearance sale)
iPhone Launch
iPhone sales increased significantly at Target stores with digital bulletin support
Overview• Clear Channel Outdoor worked with Haworth Marketing
& Media to build strong digital programs in five markets to support the introduction of Apple’s iPhone 5 series
• Markets included Chicago, Dallas, Minneapolis, Philadelphia and Washington, D.C.
• Overall impact for Exposed Stores (Top 3 stores near OOH stores) as measured vs. Control Stores (non OOH media stores)
Results• In launch week, iPhone 5 had a 9.5% lift in sales in Exposed
Stores vs. Control Stores
• In subsequent weeks, Exposed Stores continued to have a positive performance with a 8.9% lift in sales vs. Control Stores
• In addition to the success of iPhone 5s launch, overall sales lift of 0.8% of total basket at Exposed Stores vs. Control Stores
Sources: Target, Haworth Marketing & MediaFor more information contact your sales representative or visit ClearChannelOutdoor.com.
Source: WSJ 7/15/2014, WSJ 9/25/14, Marketing Daily 7/29/2014
Digital OOH reflects and amplifies brand and cultural connections to build real-time consumer conversation
Digital Success Stories: Coca-Cola & Jockey
Jockey: World Series
Jockey promotes support of San Francisco Giants pitcher, Madison Bumgarner with cheeky OOH campaign after SF Giants won the 2014 World Series
Overview• Inventory and creative planned in advance for Jockey endorser
Madison Bumgarner, in the event the SF Giants won
• The “Mad Bum” concept was created as part of their “Supporting Greatness” campaign and timed to capture the emotional high of the city of San Francisco
• Creative was unveiled one minute after Bumgarner won the World Series and became a hometown hero
Results• The “Mad Bum” campaign has picked up traffic on social
media, as San Francisco residents post and tweet images of the ad to celebrate their pitcher
Coca-Cola: #shareacoke
Coca-Cola partners with Clear Channel to pave the way with their “Share a Coke” campaign
Overview• Consumers were able to text their names or upload their name
and photo online for a chance to be displayed on CCOA digital boards
• To feel even more connected, consumers are able to visit www.shareacoke.com/#bottle to create and share virtual bottles with friends and family
Results• Since the launch, more than 500,000 Share a Coke campaign
posts have been shared across social channels using #Sharea-Coke
• 353,000+ virtual bottles have been shared due to the campaign
• 96% of the sentiments have been positive/neutral regarding the Share a Coke campaign
• After falling 11 years in a row, Coke’s U.S. soft-drink volumes rose 0.4% for the 12 weeks through August from the same period a year ago. Sales rose 2.5% in dollar terms, while sales remained negative with rivals at PepsiCo and Dr. Pepper Snapple Group
For more information contact your sales representative or visit ClearChannelOutdoor.com.
Social Connect
For more information contact your sales representative or visit ClearChannelOutdoor.com.
Enable advertisers to integrate social media content into their Clear Channel Outdoor campaignCCO’s technology platform, combined with our expert moderators, ensures that only appropriate posts appear on our screens. You can also use your social feeds to dynamically trigger relevant ad content
#2: Brand-Generated Content #3: Social Content Triggers Ad Content#1: User-Generated Content
• Customizing for your specific campaign needs
• Bringing your social media content into our platform for moderation/approval
• Providing comprehensive moderation at a highly competitive rate
• Seamlessly delivering this content to our digital billboards as part of your campaign
• Sending messages back to fans who posted photos, tweets, likes etc. on our digital billboards
Ways to Integrate Social Media and Out-of-Home:
Benefits & Capabilities
Simple, Powerful, Measurable way to include social media in your out-of-home campaign
CCO will amplify the reach of your social media campaign by:
Supported PlatformsInstagram
Hashtags
Hashtags, Keywords
and @mentions
Posts or likes
Google+
Keywords
Social Connect
For more information contact your sales representative or visit ClearChannelOutdoor.com.
Approved content appears on CCO digital screens
Webcam shots and inventory reports capture proof of performance
Approved content is “styled” by CCO’s digital platform, using approved templates
4
#ilovebillboards#iheartbillboards
Look, I’m on a billboard!#iheartbillboards #ilookgreat
3CCO’s live moderators review posts and feed approved posts into ad queueUse your existing moderation service(if applicable)
2
Fans post to social media with the #hashtags, @mentions and @accounts you define
Use Case #1
USER-GENERATED CONTENTBring fan posts to life as advertising content
IN JUST 4 STEPS
Enhanced Service:Moderators can send fans shots of theirposts appearing on our digital billboards
to amplify your campaign
#iheartbillboards
1#iheartbillboards#ilovecats#ilovedogs CCO’s digital platform aggregates this social content
(text/photos) and makes available for reviewIf you already use an aggregation service, e.g.,Mass Relevance, CCO can connect to their system
#ilovebillboards#iheartbillboards