Clear Channel Singapore expands programmatic OOH offering with Broadsign SSP

OutSmart Pro, Clear Channel Singapore’s programmatic solution will now offer advertisers a way to buy DOOH inventory programmatically through the Broadsign Reach SSP, with Clear Channel Singapore becoming the inaugural OOH partner in Singapore.

This will give advertisers, brands, and agencies across Broadsign Reach’s regional portfolio (Indonesia, Hong Kong and Australia) access to Clear Channel’s digital inventory including 250 digital screens (Play) and 4 largest street-side digital billboards (Electric City) located in prime locations.

This announcement builds on the long-standing existing global strategic partnership between Clear Channel and Broadsign (UK, Europe, USA), to streamline Clear Channel’s OOH digital operations, sales, and programmatic offerings. The addition of Broadsign’s SSP to Clear Channel in Singapore will enable advertisers, brands, and agencies expanded access to Clear Channel’s inventory across the region.

Clear Channel Singapore bus shelters are strategically located around commuters’ daily mobility behaviours in both regional and central hubs. Media buyers and clients onboard the Broadsign Reach can take advantage of its extensive inventory that boasts 120,000 screens worldwide and 6,000 in Asia. Broadsign Reach is DSP-agnostic and connects Clear Channel Singapore to 34 DSPs.

Clear Channel Singapore first launched OutSmart Pro in 2020, creating a new channel of flexible, creative, data-rich and affordable OOH inventory that allow buying their digital inventory from the same DSPs that trade online on mobile and other digital channels, making the promise of a frictionless digital ecosystem a reality.

Media buyers currently have access to four services on OutSmart Pro – Assisted service where planning, optimising, and reporting are managed by the Clear Channel; a DIY service for buyers who prefer to have control of their campaign; Private Marketplace where private deals can be created via Clear Channel DSP partners and an Open Exchange where they get to decide the choice of inventory and bidding price.

Since its launch in 2020, OutSmart Pro has delivered over 362 million impressions and its category of advertisers have grown by 88%.

Broadsign Reach brings a full stack solution to Clear Channel Singapore that will help maximise revenue opportunities while ensuring accurate measurement and stronger ROI.

Kelly Khoo, Chief Executive Officer, said: “Broadsign Reach connects all available demand partners into a single pipeline, maximising yield by optimising campaign placement (ad-serving) based on defined priorities, criteria, and triggers, all whilst ensuring that the campaign goals are met. This is valuable to our business, and we look forward to a fruitful long-term partnership.”

Remi Roques, General Manager, Broadsign APAC, said: “We are thrilled to partner with one of the most innovative media owners leading the way with technology advancement and constant innovation in Asia. By adding programmatic, Clear Channel Singapore now uses the full suite of software applications, including our digital platform offering, direct sales and programmatic platform. Clear Channel is not new to our business; they are a Broadsign client worldwide with many Clear Channel subsidiaries in multiple countries successfully implementing our software applications. As our company is committed to enabling media owners to deliver OOH advertising at its best, I am excited about the impact our software will make on Clear Channel’s growth trajectory. I’d like to see this partnership positioning Broadsign as the technology partner of choice for all Asian media owners.”