Clear Channel Chooses New Tech Partner
"Provides more creative opportunities"
Clear Channel has signed an agreement with VO2's subsidiary Madington, which becomes the preferred tech partner for its dynamic digital outdoor offering.
“Our customers can now be even more precise and relevant in their campaigns,” says Victor Ödmark, Customer Success Director at Clear Channel.
Dynamic DOOH (Digital Out-Of-Home) campaigns allow advertisers to be more relevant in their digital outdoor advertising. The messages are always up-to-date, as customers can adjust the content based on their own data sources such as price, stock status, and offers, and use geotargeting to make the content unique for each screen.
By combining external data such as weather, temperature, pollen levels, or traffic, more dynamic campaigns are created. Advertisers also save time and money, as they no longer need to manually update the content.
An example is when Nord DDB and McDonald's ran their award-winning campaign "Nuggshots," uploading photos of nugget-craving McDonald's customers directly to the screen at Medborgarplatsen. Or when Livostin displayed different messages on screens across Sweden based on the pollen levels in the respective city.
Now, one of the largest players in the Swedish DOOH market—Clear Channel—has chosen VO2's Madington as its preferred tech partner to take the offering to the next level.
“Our customers can now be even more precise and relevant in their campaigns. By integrating external APIs and combining them with Clear Channel’s data sources, ads can be tailored based on the screen’s location in the country. This opens up even more creative possibilities and streamlines the process for our buyers,” says Victor Ödmark.
Robin Flodén, Head of Sales & Growth at Madington, adds:
“DCO (Dynamic Creative Optimization) is a growing market, and it is great that we have Clear Channel’s trust. They are the largest outdoor advertising player in Sweden, and with our technology behind them, Clear Channel and their customers can create even more engaging and innovative content.”
Madington’s dynamic solution lowers the production threshold and works regardless of how the customer wishes to purchase outdoor advertising:
“I truly believe that advertisers, advertising agencies, and production companies will appreciate our new collaboration with Madington. Madington’s platform simplifies the production of dynamic ads, thus streamlining the process of working with impactful campaigns, now also in outdoor media. It's also important to add that this works regardless of the buying method—Madington's platform supports both direct bookings and programmatic purchases," says Anna Ek, Head of Programmatic Solutions at Clear Channel.
