CC Outdoor rolls out “Connect” interactive mobile ad platform

By on Jul, 16 2014 with Comments 0

clear-channel-outdoorClear Channel Outdoor is building on its global launch of Connect, its interactive mobile advertising platform, with the rollout of a U.S. and Canadian network that will give advertisers the ability to create mobile-interactive campaigns via outdoor advertising in 29 markets, including 9 of the top 10 U.S. DMAs. For the first time, advertisers are able to reach mobile consumers via out-of-home media and smartphones in integrated campaigns at national scale. Blue Bite, a mobile marketing solutions provider, has been selected to provide back-end technology, operations, and sales support for Connect advertisers in the U.S. and Canada.

“Our North American rollout of Connect is the largest deployment of integrated mobile and out-of-home technology ever,” said Suzanne Grimes, President & Chief Operating Officer, Clear Channel Outdoor-North America. “The intersection of mobile and out-of-home is an enormous opportunity for marketers, and Clear Channel Outdoor is excited to continue to lead the way with Connect. Combining the visual impact of out of home with the interactive and data-rich capabilities of mobile will help our clients create more engaging and measurable campaigns to build their brands and achieve their sales goals.”

Connect tags are attached to digital and static panels on pedestrian level outdoor sites with heavy traffic such as street furniture, bus shelters and other advertising structures, also in airports and at other points-of-sale. With Connect, Advertisers have a turnkey solution for interactive campaigns using existing web-optimized content whether they need NFC tags, QR codes or SMS numbers. Clear Channel Outdoor also plans to deploy beacons and other technologies when client demand and consumer benefit arise.

Blue Bite will facilitate the consumer experience by delivering appropriate mobile content to each smartphone user who engages based on their location. They will ensure access to information, coupons and transactional opportunities, or facilitate interaction with social media or games. Campaigns can be customized by city, neighborhood, or even individual site.

Today’s announcement follows successes with Connect in pilot U.S. markets and in Europe where the product was deployed earlier this year. More than 60 advertisers in the United Kingdom including McDonalds, Google, Aussie Bum, Levi’s and Paramount have run over 100 mobile-enabled campaigns using Connect.

“Clear Channel Outdoor is really pushing the frontier with mobile and outdoor innovation and has the scale and scope to deliver a truly massive mobile interactive network,” said Mikhail Damiani, CEO and co-founder of Blue Bite. “We’re excited to work with Clear Channel, clients and their agencies to develop campaigns and insights that help drive the future of advertising.”

The North American deployment includes street furniture, bus shelters and in some markets airport inventory in the following DMAs:

U.S. DMA Rank City
1 New York (Westchester only)
2 Los Angeles
3 Chicago
4 Philadelphia
5 Dallas
6 San Francisco
7 Boston
8 Washington DC
9 Atlanta
11 Detroit
13 Seattle-Tacoma
14 Tampa-St. Pete
15 Minneapolis-St. Paul
16 Miami-Fort Lauderdale
17 Denver
19 Cleveland-Akron
20 Sacramento
26 Indianapolis
28 San Diego
29 Nashville
30 Hartford & New Haven
32 Columbus, OH
34 Milwaukee
36 San Antonio
40 Austin
50 Memphis
51 New Orleans
101 Fort Smith
N/A Toronto, Canada

Note: inventory varies by market.

About The Author: Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.

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