Clear Channel Outdoor introduces global interactive mobile advertising platform
Clear Channel Outdoor (CCO) is rolling out Connect, a global interactive mobile advertising platform, with the aim to reach 175 million consumers monthly across 23 countries by the end of June.
Through Connect, advertising panels on CCO’s pedestrian-accessible sites across the globe will be turned into mobile launch pads, letting consumers access interactive content from advertisers via their smartphones.
William Eccleshare, CEO of Clear Channel Outdoor, said: “We have made this investment because all our intelligence tells us this is what consumers want, to be able to engage with brands individually, immediately and effectively. We are bridging the online and offline worlds by combining our outstanding audience reach with personal engagement through mobile devices.
"The global rollout of Connect accelerates the metamorphosis of out-of-home advertising from being the oldest form of advertising to the most modern and creative.”
Connect tags will be permanently attached to digital or static panels on pedestrian-accessible sites with heavy footfall and long dwell time, with passers-by able to tap or scan their smartphone over Connect’s NFC tag or QR code to receive more information and special offers.
“Connect is another important leap in our mission to facilitate closer connections between brands and consumers through enhanced outdoor and mobile capabilities,” said Suzanne Grimes, president and chief operating officer, Clear Channel Outdoor, North America.
“With Connect, we offer advertisers easier and more nimble access to mobile-interactive campaigns as they no longer need to spend time creating NFC tags or QR codes. Via our preinstalled tags, we seamlessly direct consumers to advertisers’ mobile-optimised content.
“With the rise of social media, consumers increasingly expect to be involved in advertising campaigns and to have relationships with brands, yet they often reject advertising interruptions in other mediums. Connect presents the opportunity to target consumers on-the-go, when they are receptive to messages and can be delighted by timely, relevant and tailored invitations to engage.”
The platform is now launched in the UK, and will come to the US in June 2014.