SINGAPORE. Advertising specialist Clear Channel Singapore this month launched its latest digital Out-of-Home innovations, OutSmart Pro and OutSmart Pin, which offer technology tools that can apply across consumer channels, including travel.
OutSmart Pro will enable programmatic DOOH buying and selling and was introduced with ad tech partner Hivestack. It allows brands to connect with audiences in the physical world based on consumer behaviour and audience movement patterns in the OOH arena. OutSmart Pin is a pre-and-post audience planning tool that provides analysis of audience behaviour.
Clear Channel said that advertisers can now “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”.
Clear Channel Singapore CEO Kelly Khoo said: “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 Pin is powered by location-intelligence partner, Lifesight, and will allow marketers to make informed decisions that meet the needs of their audience segments and behaviour.
“Data has sharpened the accuracy and accountability of campaign planning, the deliverables and assessment in OOH. OutSmart Pin will further validate our audience-based Proximity Packs with audience insights across demographics, category and brand preferences, and allow for more precise and customised solutions for our advertisers,” Khoo added.
