In July 2020, Clear Channel Singapore launched Singapore’s first built-for-purpose exchange for out-of-home with OutSmart Pro, a programmatic trading for digital out-of-home (pDOOH). The new channel of flexible, creative, data-rich and affordable OOH inventory benefits advertisers, agencies, consumers and allows the buying of Clear Channel Singapore’s digital inventory from the same DSPs that trade online, on mobile and other digital channels, making the promise of a frictionless digital ecosystem a reality.
Within a month of the launch, government bodies Yayasan Mendaki and National Environment Agency (NEA), FMCG players POKKA, retailer FairPrice Finest and QSR restaurant McDonald’s have made their first move into programmatic with Clear Channel’s OutSmart Pro, seeing its value to better validate their OOH investments.
“OutSmart Pro starts with a simple premise: it’s all about the advertiser. Advertisers need speed and control over their OOH buys, whether it is to start or stop a campaign; or increase or decrease a campaign weightage. Advertisers need intelligence from OOH, such as data to inform their investment – from optimisation to attribution. Most advertisers already invest in other digital platforms, and they need synergies between OOH and their other digital investments, like mobile, social or search. We have been sensing a skepticism towards digital signage parlance like “spots” and “loops”, so we place an emphasis on audiences and behaviours. We have also been sensing a divergence from location-based buying, moving away from displays outside stores; to proximity-based buying, moving towards environments and impressions. Advertisers want their OOH campaigns to be more responsive, to take contextual advantage of situational triggers, such as the weather, times, activities, occasions, and even their budgets. We ultimately want to help advertisers plan and buy out-of-home, smartly.” – Kelly Khoo, CEO, Clear Channel Singapore.
POKKA, COFFEE CAMPAIGN, 6 August to 2 September 2020
“We embarked on OutSmartPro with Clear Channel as we wanted to ensure a more targeted, effective and cost-efficient way of reaching out to our consumers, and this can be achieved through programmatic trading on Outdoor Media. It was relevant for our recent POKKA Coffee Campaign where we wanted to reach out to the right target audience and generate demand for our POKKA premium coffee range. Outsmart Pro provided us with the flexibility to track impressions and reach out to our target audience in their path to purchase, at the right time and at the right place.”, Marilyn Tan, General Manager (Marketing & eCommerce Division), POKKA Pte Ltd
FAIRPRICE FINEST, FINEST FESTIVAL, 13 August to 19 September 2020
“We saw in OutsmartPro the perfect solution to address Fair Price challenges for its Finest Festival. It assimilates with our proprietary Meaningful Media (Mx) approach, and provides the suitable connection with the right audience, at the right scale, thanks to audience mobility data. As a result, we are able to precisely target Finest’s key consumer profiles: millennials, young families and expats. Secondly, by overlaying Finest’s physical network across the targeted demographics, we build the right context. Finally, it is the dynamic content across the digital screens network that will create a meaningful impact and drive traffic and commerce to the stores”, Franck Vidal, APAC Director – Adcity at Havas Media, AOR agency of NTUC Fair Price.
