Clear Channel Europe and Broadsign have agreed to a partnership for media buyers to use Clear Channel’s line of digital out of home screens in the U.K. via Clear Channel LaunchPAD, according to a company press release.
Clear Channel’s UK out of home inventory is now available via more than 30 omnichannel and OOH demand-side-platforms integrated with the Broadsign Reach supply-side-platform.
The UK partnership bolsters Clear Channel’s programmatic offering as part of Clear Channel LaunchPAD, a pan-European advertising platform offering programmatic, automated and direct buying channels.
Advertisers will gain access to Adshel Live, a DOOH network with more than 2,500 screens and the Malls Live digital screen network in the UK’s shopping malls with over 500 screens, adding to the Clear Channel LaunchPAD offering in the UK with SSP partners.
«Given the current advertising climate and shifting consumer behaviors, pDOOH is evolving at a breakneck pace, and brands, agencies, and DSPs all want in on the action,» Maarten Dollevoet, chief revenue officer, Broadsign, said in the release. «Strengthening our partnership with a prominent media brand like CCE helps to advance pDOOH for the overall industry. Media buyers across the globe can now take full advantage of OOH’s unique value proposition in the UK and add the geography to pan-regional campaign plans, which will all help drive the medium’s continued evolution.»
Building off of similar activations in Italy, Spain, the Netherlands and other European regions, it also expands available programmable DOOH across Europe via Clear Channel LaunchPAD, opening more unified regional advertising opportunities for brands. With Channel LaunchPAD being data-fueled by audience insights from the Clear Channel RADAR data platform, this development will create possibilities for brands to run targeted, programmatic campaigns at scale, according to the release.
«This is a huge milestone for Clear Channel Europe as we have focused on accelerating the growth of Clear Channel LaunchPAD over the past 12 months. More brands and advertisers can now take advantage of prime OOH real estate in the region, with more than 9,000 digital screens in eight European markets,» Andy Stevens, chief data officer at Clear Channel Europe, said in the release. «Our ambition is to make it as easy as possible to access our inventory via multiple SSP’s and this partnership with Broadsign marks the next step in implementing that strategy across the whole of Europe.»