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Asda to digitise OOH media estate and give advertisers its data to create “hyper-relevant” campaigns

Asda is to overhaul its outdoor billboard and poster sites, including the digitisation of up to 300 superstores and 200 supermarkets after partnering with Clear Channel.

The seven-year contract will also see Clear Channel able to utilise Asda’s sales data and customer insight information to help advertisers create hyper-relevant and contextual campaigns.

After Clear Channel takes over the seven-year contract in July, it plans to install of hundreds of 70” portrait digital screens located at the entrance of Asda Superstores nationwide, with a smaller variant to be designed for Asda Supermarkets.

The upgraded screens will be powered by Clear Channel’s content management system, Play iQ, which also offers advertisers live availabilities and campaign reporting.

Justin Cochrane chief executive of Clear Channel UK said: “Converting hundreds of advertising panels to beautiful digital screens, underpinned by intelligent technology, will allow us to offer brands and customers advertising experiences that are relevant and right for them.”

Clear Channel has invested heavily in a digital transformation project, which includes the on-going nationwide expansion of its digital 6-sheet product, Adshel Live, as well as the roll-out of digital billboard ‘Wrap’ in the UK’s biggest cities.

It comes as Asda gets increasinly savvy with its media. The retailer revealed to The Drum last week that in a first for the European market it had woven Nielsen’s Brand Lift technology into its mobile programmatic activity. It claims this has given it the ability to connect its digital campaigns to in-store sales.