Riverflex

How Clearchannel defined the future of Out-of-Home media


Overview

Clear Channel Outdoor is one of the world’s leading Out-of-Home media owners. Across their large, diverse Out-of-Home portfolio of half a million sites in 22 countries throughout Europe, Asia, the USA and Latin America, they boost brands by connecting them with the people they want to reach, with media and ideas that enlighten, entertain, charm, challenge and influence. In the UK alone, they operate more than 35,000 sites nationwide, from Inverness in Scotland to Truro in Cornwall and in every major urban area in between.​

How Clearchannel defined the future of Out-of-Home media

The challenge

Challenged by the need to redefine themselves, they kicked off a digital transformation to reinvent their proposition and business model. From a company making all of its revenue from print adverts to a provider of high-tech digital billboards with content targeted to audiences. The ambition – to create value-added advertising offering to compete with digital media giants and a relevant outdoor experience for the increasingly urbanised global population. Together, we’ve set off on a digital transformation journey to capture the potential of digital in Out-of-Home. This entails setting strategic direction and successfully executing the change by shaping and leading a digital transformation.

The approach

To transform Clearchannel market offering and develop the technology products needed to successfully tap into new revenue streams, we first defined a digital transformation strategy driven by the impact of programmatic trading on the industry. This included creating a business case and a roadmap for change. We also oversaw the delivery of key technology products, such as advanced algorithmically driven campaign planning tools and a bespoke programmatic trading platform. Additionally, we designed a new operating model for a modern digital technology function. Eventually, we shaped and led a digital transformation, introducing an agile transformation strategy to adopt agile and lean ways of working at scale.

Key Outcomes


Advertising is now delivered via robust networks of digital screens, generating a large proportion of the revenue in many markets

Billions of records of data are being captured in a new “Big Data” platform to provide transparency and insight to advertisers on how their campaigns have performed

Customers can now buy flexible OOH advertising campaigns targeted across a number of time, geographical or audience based criteria