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Clear Channel releases DOOH purchasing solution

December 27, 2016

Clear Channel Outdoors Americas, a subsidiary of iHeartMedia Inc., has teamed up with Rubicon Project to launch an OOH buying solution. Businesses can purchase CCOA's digital billboard inventory from Rubicon Project's Private Marketplace, according to a press release.

This programmatic platform is designed to streamline OOH buying through its budgeting system that allows businesses to adjust their media budgets on the marketplace. Companies can use this marketplace to access CCOA's 1,000 digital billboards in 25 U.S. markets.

"With this new programmatic capability through our partnership with Rubicon Project, buying outdoor ads can be done fluidly alongside desktop and mobile," said Wade Rifkin, senior vice president of programmatic, Clear Channel Outdoor Americas. "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 tested the system with an advertising campaign for Matilda the Musical.

"Digital out-of-home inventory is one of the fastest growing markets today with spending projected to reach $4.47 billion by 2019, accounting for more than half of the total OOH spending in the U.S.," Harry Patz, chief revenue officer of Rubicon Project, said in the release. "We are extremely excited to continue to be a pioneer in this exciting space, having collaborated with Clear Channel Outdoor Americas to engineer the only solution available in the U.S. market today where advertisers are able to transact digital billboard inventory in a Private Marketplace."