On July 1, 2020 Clear Channel Singapore will launch OutSmart Pro, a programmatic Digital Out-of-Home solution and OutSmart Pin, a smart location- intelligence and audience-based pre-and-post-planning tool.
We understand that the launch is an expansion from OutSmart’s suite of solutions that currently features OutSmart M, targeting OOH commuter audiences on their mobile phones.
Kelly Khoo, Chief Executive Officer, Clear Channel Singapore told us “There has been much enthusiasm expressed by our agency and client partners about the potential of programmatic DOOH to drive innovation, growth and real value for advertisers. We listened and we are now taking the first step into programmatic with OutSmart Pro to bring something new and exciting for our partners. The industry’s ability to better measure OOH and comprehend commuter behaviour has been progressively refined in recent years, and it will only continue to advance. The wealth of data available to us that is combined with programmatic technology will open a new avenue for brands to achieve both reach and power, led by data and precise targeting with OutSmart Pro.”
- OutSmart Pro is using the Hivestack SSP to monetise inventory programmatically – Clear Channel Singapore is clearly taking an “audience-first, measurement first” approach. OutSmart Pro enables marketers to connect with custom audiences in the physical world based on consumer behaviour and audience movement patterns in the OOH realm to drive business outcomes and higher accountability. Advertisers will be able to exercise smarter planning, creativity and precision, targeting audiences where they are or have been, on DOOH as well as mobile, with efficiency and real-time audience measurement from a single dashboard, and as much control as required, to meet their business goals.
- OutSmart Pin is a smart-targeting and audience-planning tool that combines location proximity to point- of-interest with audience and brand affinity and is powered by Clear Channel Singapore’s location-intelligence partner, Lifesight.
Andreas Soupliotis, President and CEO, Founder of Hivestack said “Hivestack is thrilled to be Clear Channel Singapore’s programmatic launch partner with Outsmart Pro. Clear Channel Singapore is leading the charge across Southeast Asia with the adoption of an audience-and measurement-first approach to programmatic DOOH. Outsmart Pro, powered by Hivestack’s ad serving capabilities, offers marketers the ability to programmatically activate Clear Channel Singapore screens at times when there is a high density of audiences that matter most. This new paradigm enables Clear Channel Singapore’ advertisers to buy audience-based impressions and measure business outcomes such as brand awareness, consideration and lift in footfall to stores. We look forward to seeing this partnership unfold, as we feel this is only the beginning of much more to come.”
This announcement is a major supply-side win for Hivestack in Singapore. There is no doubt that Hivestack seem to be owning much of the AdTECH OOH news in APAC at the moment – recent wins of course being the demand-side win with GroupM ANZ (April 2020) and late last year the DSP deal with NTT DoCoMo and Dentus (Dec 2019).
Japan, Australia, Singapore, Germany and Canada seem to be Hivestack’s most successful markets at this present time.