Via: Clear Channel
Via: Clear Channel
Thursday 27th June marked the 11th Clear Channel Outdoor Media Awards, held at the Kings Cross Renaissance Hotel, in conjunction with Campaign.
The Outdoor Media Awards is the gold standard for Out of Home (OOH) advertising, celebrating brilliant planning and rewarding excellence in OOH advertising with categories recognising the most creative and innovative OOH executions.
There are 6 categories, plus the Grand Prix and a new category The People’s Favourite. Posterscope scooped two awards winning the ‘Long Term Brand Fame Award’ for their work with Very.co.uk, Shop Direct in collaboration with Vizeum, and the ‘Creativity Award’ for their Coded campaign for 02 Telefonica (in collaboration with Forward Media and VCCP).
Clear Channel will be showing off ‘Le Grand Screen’ one of the largest smart billboards in the world on the roof of Le Grand Hotel during Cannes Lions.
On April 1st, ‘McVitie’s Jaffa Cheese Cakes’, ‘Strawberry Cheesecake Mini Cheddars’, ‘Meh-mite’, ‘Pot Noodle Twister’ and ‘Quorn- the power of Quorange’ landed on digital screens in local Asda stores, demonstrating the flexibility of digital to create an engaging April Fool’s opportunity whilst raising brand awareness.
The majority of supermarket shopping is still done in physical stores versus online and recent research conducted by Clear Channel and On Device as part of an environment study of supermarkets states that 60% of supermarket shoppers are more likely to buy an advertised product.
Martin Corke, Marketing Director at Clear Channel UK said “Our digital network is all about inspiring shoppers and driving sales. The unmissable and highly flexible Asda Live screens engage shoppers at precisely the right moments. This April Fools’ activity was a great example of brands using the creative power and technical capabilities of DOOH to maximise engagement, at moments that matter for advertisers and audiences alike”.
Above: Stefan Lameire, Cadi Jones, William Eccleshare, and Justin Cochrane, Clear Channel UK CEO
More outdoor owners may follow Clear Channel’s move to launch an in-house platform as digital screens have already transformed out-of-home, allowing brands to tailor creative by time of day and location, and driving up revenues for media owners.
With digital approaching 50% of the UK OOH market by revenue, the industry is betting that programmatic trading can further push up sales by encouraging automation and more efficient buying.
Clear Channel will roll out its programmatic platform in the UK in March. Initially, it will only feature inventory from its premium digital OOH offering, Storm, which has screens in 30 locations. But it will be followed by the addition of nearly 6,000 DOOH sites.
The platform lets media buyers book inventory on an automated basis at a fixed price. Eventually, Clear Channel hopes to make all of its trades via the programmatic platform.
“Programmatic has completely changed the way we sell and how the medium is bought,” William Eccleshare, chairman and chief executive of Clear Channel International, says, describing the platform as the company’s “big bet on the future”.
Rubicon Project partnered Bitposter to launch a programmatic marketplace for OOH inventory in the UK in 2015 and Kinetic introduced its programmatic offering in 2016. However, neither has made a substantial impact on the market so far.
“Without denigrating the efforts others have made, I don’t think anyone has done it [OOH programmatic trading and deployment] in any kind of scale,” Eccleshare says. “What’s being done is automated trading. This is more than that.”
Clear Channel claims its platform is “truly programmatic” because it is a fully transparent, automated system that will allow buyers to monitor price,inventory and performance. This, and the desire to control full intellectual property rights, was behind the company’s decision to invest in its own platform.
Eccleshare admits Clear Channel, like others, has come under pressure to introduce programmatic to DOOH as it becomes the norm in other sectors. About 70% of online media was traded programmatically in the UK in 2016, according to Zenith.
“It makes our medium easier to buy,” Eccleshare says, “and we, as a media owner, must embrace anything that removes barriers to purchase.”
However, one of the great attractions of OOH is its broad reach at a time when audiences for other media are fragmenting. There may be limits to how much brands want to use programmatic to micro-target their messaging.
Via: Campaign Live
In the largest Digital Out of Home (DOOH) campaign in UK history, The National Lottery celebrates a record 347 millionaires made in 2016 and wishes the nation good luck in 2017 across Clear Channel’s entire national digital estate – in partnership with Posterscope & Vizeum.
The New Year’s Day campaign, delivering over 10 million impressions, marks the first time Clear Channel’s entire market-leading digital estate has been taken over by one single brand.
In a media first, National Lottery operator Camelot, in partnership with Out of Home communications agency Posterscope, has celebrated the first day of the New Year by taking over Clear Channel’s entire digital estate in the UK to celebrate a record 347 millionaires made in 2016 and wish the nation good luck in 2017. With almost 6,000 screens nationwide, Clear Channel is the UK’s largest provider of Digital Out of Home media, and the campaign will generate over 10 million impressions in the single day it will be live.
The campaign, delivered programmatically using Clear Channel’s content and inventory management system, Play iQ, will appear across multiple DOOH environments. This includes the UK’s first nationwide roadside DOOH network, Adshel Live, which has just celebrated its 2 billionth play and consists of nearly 1,000 state-of-the-art digital 6-sheets right across the country.
The National Lottery’s ‘Good Luck’ campaign will also run across Clear Channel’s market-leading retail estate which includes Malls Live, recently-launched Malls Live XL, Sainsbury’s Live, Asda Live, Socialite and Forecourts – reaching thousands of shoppers in key locations as the January sales kick off and activating purchase decisions at point of sale.
Camelot will also appear on Clear Channel’s nationwide Storm network of super premium digital screens. The ‘Good Luck’ campaign will take over iconic London DOOH sites such as Storm Chiswick Towers, the North London Towers, Shoreditch High Street and Borough High Street. Across the UK, Storm The Mile in Leeds, Storm Liverpool Towers and Storm Mancunian Junction will also feature the ‘Good Luck’ creative, as well as Clear Channel’s 55-strong nationwide Wrap digital billboard network adding fame and prestige to the campaign’s national reach.
Justin Cochrane, CEO of Clear Channel UK, said: “This is a landmark campaign for Out of Home media, and a fantastic way to kick off 2017. The flexibility of digital has made dynamic campaigns like The National Lottery’s ‘Good Luck’ campaign achievable, and the nationwide footprint of our estate means we can offer advertisers broadcast reach with over 10 million impressions daily.
“As programmatic continues to play an increasing role in the deployment of digital campaigns, it’s great to see brands harnessing the power of Out of Home to engage the public in context, at scale.”
Mark Waddell, Client Director at Posterscope, said: “Camelot was looking for a high-impact campaign that would reach all corners of the UK to wish the nation good luck for the year ahead. This total take-over of the entire Clear Channel estate does this and welcomes in the New Year with impact, we are excited to be part of another DOOH media first.”
National Lottery Marketing Manager, Adam Chataway, said: “With a record number of millionaires made in 2016, we felt that New Year’s Day was the perfect time to celebrate how The National Lottery changes people’s lives and wish the nation luck for the year ahead. The ever-growing scale of Digital Out of Home makes it the perfect platform for us to do that with the necessary reach and impact.”
James Cross, Business Director, Vizeum, said: “Camelot have become drivers of innovation in the Digital OOH space and we are really excited to be using OOH in this creative way. At Vizeum we want to use media to drive growth for our clients. The increasing flexibility of the OOH channel is playing into our hands here and we are delighted to be able to celebrate a record breaking number of millionaires through a digital takeover of this scale.”
Via: Clear Channel UK
Chris Pelekanou, commercial director at Clear Channel UK, explains why Clear Channel and Campaign are refreshing and rebranding their successful Outdoor Planning Award, which are now open for entry.
“Even as the oldest advertising medium, outdoor is still as ubiquitous as ever. And no single media channel is in a more exciting place right now.
While other media fragments, OOH’s ability to offer unbroken broadcast reach is becoming even more valuable to advertisers as consumers become more discerning when it comes to the media with which they interact. You can’t ad-block a poster. You can’t skip it, mute it or turn the page. Outdoor in the UK is a part of the urban landscape; a mass canvas for creativity that consistently reaches the nation at scale.
We are in a period of unprecedented transformation, with new technology offering advertisers the opportunity to activate campaigns in creative and smart new ways: from choosing exactly the right day part to location-targeted advertising, and campaigns that are activated by weather or traffic speed.
Super-premium DOOH is a fantastic way to bring together new technology and creativity. It is also a brilliant way to deliver “Brand Fame”, as a major study conducted by Clear Channel recently proved. The results didn’t surprise me. The prestige and grandeur of super-premium DOOH creates an incredible visual impact – and I believe really great advertising locations should be as iconic as the brands that advertise on them.
To reflect the rapid changes in our industry, Clear Channel and Campaign are refreshing and rebranding our successful Outdoor Planning Awards as the Outdoor Media Awards, kicking off their second decade.
The Outdoor Media Awards will celebrate the entire industry, with new award categories – including one voted for by the public – all rewarding creative excellence and ingenuity in outdoor advertising.
Sound exciting? Want to get involved? Watch this space”
Clear Channel UK has announced the return of Adshel Live to London, alongside ambitious plans to transform payphones across the capital and nationwide. This news follows the Out of Home media owner’s acquisition of Arqiva’s payphone division earlier this year.
As of 3rd October, Clear Channel will begin transforming aging phone boxes into brand new phone boxes featuring Wi-Fi, interactive local maps and payphone services, with an Adshel Live digital screen integrated into every unit. The screens have been designed and built by Amscreen at their factory near Bolton, creating vital jobs in the area and supporting manufacturing in the UK.
The stunning new phone boxes re-imagine the iconic London phone box for the 21st Century and pay homage to a design classic – breathing life back into the traditional, and instantly recognisable, British payphone.
As part of their commitment to transforming and enhancing UK high streets, Clear Channel is to plant and care for a tree in the local area for every phone box they upgrade. The new trees will be planted in partnership with international environmental charity, Trees for Cities.
As with the rest of their nationwide Adshel and Adshel Live digital networks which appear at thousands of bus shelters right across the UK, Clear Channel will be responsible for the installation, cleaning and maintenance of the units at no cost to the public. Over the last five years alone, Clear Channel has contributed £170 million to public infrastructure for the UK communities they operate in.
By the end of 2016, Clear Channel will have installed over 100 new phone boxes in London. This will rise to up to 500 boxes in London by the end of 2017 – bringing the number of Adshel Live screens across the country to over 1,500 –further enhancing the UK’s only national roadside digital Out of Home network.
Justin Cochrane, CEO of Clear Channel, said “We’re enormously proud to announce the return of Adshel Live to London, bringing the flexibility and dynamism of the network back to advertisers in the capital.
“Not only does this announcement mean amazing opportunities for advertisers in key retail locations right across the capital, it also means hundreds of beautifully designed, British-built phone boxes offering valuable services such as public Wi-Fi and interactive local area maps.”
“Clear Channel can trace our roots in London all the way back to 1936 and we’re committed to this wonderful city. Our new phone boxes will become part of the fabric of the capital and we’re delighted to be working with Trees for Cities to plant a tree for each and every phone box we upgrade. This announcement will see us enhance the urban environment, provide valuable public services and leave a lasting legacy for Londoners.”
Simon Sugar, Amscreen’s CEO commented: “Over the last year we have delivered more than 1200 screens as part of the Adshel Live network and we’re now very pleased to be able to extend our partnership with Clear Channel with a ground-breaking new product. We’ve worked closely with the team to design and manufacture an entirely new unit that we’re confident will revolutionise the on-street out of home space.”
Sugar continued; “This extensive roll-out of these revolutionary new phone box displays plays into Amscreen’s key strengths in terms of delivering a scalable product that ensures ease of deployment, maintenance and leverages the power of real-time insight. Were also proud to say that this has all been developed and built on home soil so British engineering talent has been key in launching these modernised, iconic displays”
David Elliott, CEO at Trees for Cities, said, “Trees are one of the most vital elements of liveable and healthy cities. They help create spaces that promote physical activity, reduce mental illness, and enhance community cohesion and a reconnection with nature. They clean pollutants from the air, prevent flooding, mitigate the urban ‘heat island effect’, shield traffic noise, and provide an essential habitat for the biodiversity that supports our ecosystem services. Tree-lined streets increase property values and promote economic activities in business districts. It is remarkable how much we rely on trees, yet how much we can take them for granted.”
Elliott added, “Our cities’ environments and tree stocks face multiple risks and threats, and their futures are integrally tied to the actions of the business sector. The leadership and vision that Clear Channel has demonstrated in supporting and promoting this programme is truly inspirational. They have set a high benchmark and a challenge to other companies to follow that can help secure resilient urban environments for generations to come.”
Last night, 5th May, the OOH industry gathered at the St. Pancras Renaissance Hotel to celebrate the 10th anniversary of the Clear Channel Outdoor Planning Awards. A major event in the outdoor media industry calendar, the awards recognise outstanding strategic planning across six categories.
Posterscope were delighted to come away with three awards and one highly commended place. The winning campaigns were:
Best use of data and insight – Bethesda, Fall Out 4 – Posterscope/Target Media/Locomizer
This category recognises campaigns that demonstrate the best use of digital in Out of Home.
Best use of multi-media – Dixons, Curry’s PC World Spare the Act – Posterscope/Blue449/Liveposter
This category rewards the most outstanding integrated and multi-platform campaign that uses significant Out of Home advertising and at least one other media platform.
Best use of continuity and long-term brand-building – Camelot, Always on OOH – Posterscope/Vizeum/Liveposter.
Long-term planning strategy is recognised in this award.
Highly commended – Santander also came highly commended for best use of digital.
Posterscope was also shortlisted in:
Best use of innovation – Bahio, Ai – Artificial Intelligence – Posterscope/M&C Saatchi/Clear Channel
This category rewards the application of innovative and creative thinking to a campaign.
Best use of multiple formats – Microsoft, Surface Pro 4 – Posterscope/Empower Media/M:United McCann
This category is for campaigns that successfully utilise two or more distinct formats as part of an Out of Home-only campaign or within a wider multi-media initiative that has a substantial Out of Home element.
Clear Channel’s super premium digital brand, Storm, has unveiled their first site in Leeds, Storm The Mile. Storm The Mile, which is Storm’s fourth site outside London following the launch of Storm Mancunian Junction in Manchester last month, becomes the latest landscape screen to join Storm’s expanding nationwide portfolio.
Storm The Mile is located on the A64, a busy commuter route targeting over 1 million road users per month, travelling outbound and coming off the M1 and M62. The site faces 3 lanes of traffic and has exceptional sight lines, meaning full and uninterrupted visibility for vehicular audiences.
The screen itself, which is 26% larger than a 96-sheet but with the same proportions, is set within a unique lighting wall, complete with a totally bespoke integrated control system. This allows advertisers to customise Storm The Mile with stunning moving lighting effects, marrying the architectural design and latest technologies closely associated with Storm sites. Storm The Mile also features Storm’s signature digital name plates, giving brands the opportunity to take full ownership.
A single sided landscape screen, Storm The Mile further strengthens Storm’s growing nationwide portfolio and cements their position in the North. Leeds is a top 4 UK retail destination with an annual retail spend of over £2 billion and a catchment of over 5.5 million shoppers.
Aimee McKay, Managing Director at Storm, said: “Leeds is one of the UK’s key cities, and we’re delighted to be introducing the first Storm site in West Yorkshire, Storm The Mile. This site features totally unique moving lighting capabilities and I’m extremely excited to work with brands to create some of the most creative and impactful Out of Home advertising anywhere in the UK.”