Clear Channel improves the accuracy and agility of DOOH advertising with LaunchPAD

New LaunchPAD solution connects to SSPs and integrates outdoor digital media (DOOH) of Clear Channel on the omnichannel programmatic platform.

The foreign advertising specialist Clear Channel is reinforcing its proposal for specific solutions for campaign planning with Launchpad, a strategic launch to drive programmatic growth and accuracy in campaign planning in the outside environment.

LaunchPAD connects digital purchasing channels with extensive inventory of outdoor digital media (DOOH) Clear Channel, and is initially being implemented with ssp Hivestack and Broadsign.

As a result,, this solution will be a gateway for connecting Clear Channel's DOOH inventory to SSPs and digital purchasing platforms, bringing the outside environment closer to the omnichannel purchasing ecosystem, while enabling the company's customers to activate DOOH campaigns quickly and flexibly.

The service is now available in more than 4.800 screens from five European markets: United Kingdom, Switzerland, Spain, Netherlands and Finland. Plans are also being developed to expand capacities in the near future, both in Europe (France, Italy, Belgium and Scandinavia) as in Latin America.

With LaunchPAD, campaign planners can access and coordinate purchasing options for multiple regions and metrics. It is a dynamic and seamless system that brings together all the benefits of existing planning tools to provide Clear Channel customers with greater manage and coordination capacity.

Designed to improve planning accuracy and agility, LaunchPAD also allows customers to buy ad space through real-time bidding and gives them control of the moment, the location and duration of the campaign, based on rigorous advertising industry measurement standards, to calculate the audience of the media.

For Andy Stevens, head of data and programmatic by Clear Channel Europe, “brands are increasingly looking for ways to launch relevant messages, in safe environments for your reputation and offering a good ROI. With LaunchPAD, outdoor campaigns can be carried out through programmatic purchase, which means they can be activated in real time and optimized to respond to external triggers and coordinate with other channels, maximizing the effectiveness of the campaign”.

Responding to the demand for these possibilities, Stevens says “LaunchPAD reiterates the importance of the exterior in the changing consumer landscape of brands; OOH and DOOH have long been associated as profitable means for coverage campaigns, especially connecting brands with the elusive audience between 16-35 years. The introduction of new layers of data has driven the growth of the digital exterior, representing more than 50% of the total foreign market according to the latest reports".

For its part, William Brownsdon, Hivestack CEO for EMEA, pointed out that “we are delighted to be at the launch of the new European programmatic offer LaunchPAD, thanks to our global partnership with Clear Channel. With its enhanced capabilities of targeting and measurement, DOOH programming is gaining momentum across Europe, forming a solid component in campaign plans now that the audience returns to the streets”.

Adam Green, SVP and CEO of Broadsign Programmatic Platforms, adds that “DOOH has never been better positioned to expand its role in advertising technology, media buyers are looking for more meaningful ways to connect with consumers, instantly and through multiple points of contact. Innovations like LaunchPAD are setting the stage for a new stage of DOOH growth, bringing more inventory premium omnichannel media buyers in Europe looking to run shocking campaigns”.

As Maite Rodriguez explains, Chief Commercial and Marketing Officer of Clear Channel Australia, “we offer our most digital outdoor inventory premium contributing to an omnichannel purchase, more efficient and dynamic, for campaigns seeking activation in a safe environment. LaunchPAD is yet a further step forward in our journey of digital transformation at a key time when, gradually overcoming health restrictions, we will attend the rebirth of the outer environment, with the audience coming back to enjoy our streets".

As a Clear Channel program channel, LaunchPAD is designed to complement the other existing channels that the industry already has in place, providing media buyers with, agencies and brand managers greater control over the campaign planning process, as well as access to multiple programmatic SSPs to make global and omnichannel shopping as easy as possible.

LaunchPAD joins the programmatic strategy in all Clear Channel Europe markets and existing programmatic services in Switzerland, Spain and the Netherlands will be integrated into the capabilities of this proposal.

The initial launch is being implemented through SSP partners Hivestack and Broadsign, clear Channel will continue to connect with more partners in the future as the strategy expands geographically.

Clear Channel has already established a successful service Programmatic Out of Home (PrOOH) in the UK, Spain, Switzerland, Finland and the Netherlands, that will be absorbed into the new LaunchPAD brand, with a global approach and seeing opportunities to expand it across more markets in the near future.

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