Clear Channel Europe (CCE) and Broadsign today announced an expanded partnership through which the full stack of Broadsign’s DOOH marketing technology solutions will be deployed across CCE’s DOOH network spanning Europe. The collaboration aligns with CCE’s strategic plans to optimise media selling and buying across its global network of inventory using technology from Broadsign, Microsoft and Salesforce. Working closely with Broadsign, CCE’s commercial innovation team is developing new solutions that automate and advance the DOOH transaction experience and provide enhanced precision and control in campaign planning.
The expanded partnership also standardises the use of Broadsign’s full stack of technology across all CCE business units, including new deployments in the UK, Italy and France. As part of the engagement, Broadsign Direct and Broadsign Reach will be extended to all CCE regions to enhance sales operations for both direct sales and programmatic transactions. The synergy of the full stack will also enable CCE to offer media buyers more diverse inventory and more flexible DOOH products due to automated optimisation of inventory between guaranteed and non-guaranteed buys.
“Increasing flexibility across DOOH transactions is key to the advancement of the medium and its programmatic evolution. Like a game of Tetris, however, it requires a strategic approach and smarter working, which is why we’re collaborating with technology partners like Broadsign, Microsoft and Salesforce. We have thousands of screens in our portfolio, and together with our partners we’ll be able to push the boundaries of what’s technically feasible, to give buyers the ultimate flexibility to adapt to market shifts,” said Ola Reppling, Chief Technology Officer, CCE. “This partnership is establishing a new precedent for the industry and aligns with Clear Channel’s broader digital transformation journey and our newly launched programmatic strategy, Clear Channel LaunchPad.”