Named Play+ and powered by Lexi, an audience understanding video analytics system, the technology enables the measurement of ‘views’, which are the number of people who has viewed the advertisement and ‘footfall’, the number of people within bus shelters.
Brands are also able to select ‘add-ons’ that include selecting bus shelters in the central business district or heartlands and increased share of carousel to 20 or 30 seconds. They also have the option of a bespoke solution tailored to the advertisers’ need such as a full buy-out, specific sites or a fully interactive PlayLive! solution.
Brand advertisers today are demanding higher accountability and quantifiable goals. Play+ will allow for advertisers to buy guaranteed goals and not just locations; to deliver campaigns from one week to just one day; and increased flexibility where advertisers will have a suite of add-on solutions to choose from.
“There are many ways to take us to the next transformation in OOH; and it may not necessarily start with programmatic OOH. We need to gradually resolve challenges in inventory, measurement, data and technology before the adoption of programmatic OOH becomes more plausible and credible," said Kelly Khoo, chief executive officer, Clear Channel Singapore.
"Programmatic OOH will undoubtedly form part of the future of OOH advertising, once these various barriers are overcome. We take one step closer to making programmatic OOH a reliable reality, with the launch of Play+."
“With Play+, we will make the DOOH booking process more intuitive. Play+ is automated, flexible and measurable. Play+ delivers guaranteed footfall and views."
Wade Rifkin, senior vice president of programmatic for Clear Channel Outdoor Americas launched the United States first programmatic OOH solution in 2016.