CCO Rolls Out ‘Connect’ Interactive Mobile Ad Platform In 29 U.S. And Canadian Markets
Gail Chiasson, North American Editor
Clear Channel Outdoor, New York-based innovator in out-of-home advertising, is building on the successful 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 nine of the top 10 U.S. DMAs.
CCO management says that it is the first time that advertisers are able to reach mobile consumers via out-of-home media and smartphones in integrated campaigns on a 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. Advertisers will benefit from a dedicated team and a seamless experience from ideation to execution, insights and reporting.
“Our North American rollout of Connect is the largest deployment of integrated mobile and out-of-home technology ever,” said Suzanne Grimes, president and COO, CCO-North America. She says that the intersection of mobile and out-of-home is an enormous opportunity for marketers, and that CCO is continuing 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,” Grimes says.
Clear Channel Outdoor and Blue Bite are making the development and execution of interactive mobile campaigns easy. 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, as well as 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.
Wednesday’s (July 16/14) 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,” says 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.
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