Clear Channel Outdoor Americas (CCOA) (NYSE: CCO), a subsidiary of iHeartMedia, Inc., announced today with Rubicon Project (NYSE: RUBI) the development of an automated programmatic Out-of-Home (OOH) buying solution – which will makes CCOA’s digital billboard inventory available to programmatic buyers via Rubicon Project’s Private Marketplace (PMP).
The PMP will enable advertisers and brands to purchase CCOA’s high-impact digital billboard inventory at scale. IN what claimed to have been built from the ground up by CCOA and Rubicon Project, this new DOOH exchange combines CCOA’s significant reach of 1,000 digital billboards across 25 of its 29 digital U.S. markets with Rubicon Project’s technology platform.
The annoucement states that in pilot campaigns, advertisers were able to transact OOH advertising buys through programmatic private marketplaces with leading demand side platforms (DSPs) that included MediaMath, TubeMogul & Rubicon Project’s own Enterprise Bidder feature, allowing digital marketers and media buyers to target distinct audience segments and bid on, and transact, against premium outdoor advertising space making billboards smarter and easier to buy.
Building upon the successful February 2016 nationwide launch of Clear Channel RADAR, a suite of research, data and analytics tools to help advertisers and agencies more effectively plan and buy CCOA media, this new programmatic platform taps into mobile data-driven audience insights and gives digital marketers the unique ability to buy DOOH inventory via the world’s leading private marketplace powered by Rubicon Project and apply the same sophisticated buying solutions they’ve come to expect in the ad tech space. Further, it streamlines OOH buying and boosts efficiency and budget control through ad automation allowing media budgets to be shifted, increased or decreased easily cross platform via PMP.
Wade Rifkin, SVP, Programmatic, Clear Channel Outdoor Americas told us “With this new programmatic capability through our partnership with Rubicon Project, buying outdoor ads can be done fluidly alongside desktop and mobile. As more digital marketers invest programmatically, this is an opportunity to achieve the scale and impact of out of home through the same platform they’re using for cross-channel buying. CCOA’s programmatic solution marries data-driven decision-making with media locations in the physical world, where consumers are spending over 70 percent of their time, combining the best elements of physical and digital advertising together”.
Clear Channel International (CCI), the international division of Clear Channel Outdoor (CCO), is also developing a programmatic solution for the European advertising market and will be announcing its launch plans in January 2017. Following the completion of these initial U.S. campaigns, CCOA and Rubicon Project expect to integrate additional features and inventory for select advertisers. New Demand Side Platforms (DSPs) should also be available, including Adelphic, DataXu and Simpli.fi, to offer a roster of premier partners for activation based on a media buyer’s needs.