Why Out of Home
William Eccleshare
Chairman & CEO, Clear Channel International
“The automation of our planning, buying and
delivery process, enabling our customers to
book and deliver a campaign within a digital
platform – with a particular focus on Audience.”
What is Programmatic in Out of Home?
Why is Out of Home different?
Finite
Inventory Impact
One :
Many
Audience
Sentiment
Real World
Context Real Time
Risk
Automation
Programmatic OOH Buying Channels
More
Premium
Supply
Less
Premium
Supply
Low CPM Higher CPM
Open
Marketplace
Private
Marketplace
Automated
Guaranteed
AUTOMATION BUYING TOOLS
Programmatic Buying Channels
Package
& Price
Schedule
&
Optimise
Play &
Post
APIs
Data
Buyer
CC Ad
Platform
Planning
& Buying
Tools
DSP
OOH drives online activations
0
50
100
150
200
250
300
350
400
450
500
Search Activations Facebook Activiations Twitter Activations Instagram Activiations
TV Radio Newspaper / Magazine OOH
Nielsen OOH Online Activation Survey, conducted 20-30 March 2017
OOH drives activations – specifically on mobile
Sony Columbia Records
Mobile enables better OOH
S T E P 1 S T E P 2 S T E P 3 S T E P 4
Real-time