New York City-based outdoor advertising giant Clear Channel Outdoor Americas announces a partnership with Montreal-based Broadsign International, a maker of automated digital software for the digital signage industry.
Under the agreement, potential advertisers will be able to tap into Clear Channel’s U.S. inventory via Broadsign’s programmatic supply-side platform, called Broadsign Reach.
With the integration, Broadsign Reach’s U.S. inventory now tops 35,000 screens. Digital buyers using demand-side platforms used by Broadsign partners can now access Clear Channel’s entire U.S. network, comprised of 1,600 digital bulletins, posters, transit shelters and “spectaculars,” which are large digital billboards that feature content that is particularly attention-getting.
Clear Channel’s inventory is in 26 markets around the U.S., along with dozens of airports of varying sizes.
“DOOH inventory fragmentation has become a massive barrier to the industry’s growth, so partnering with a market leader like Clear Channel Outdoor to bring more premium inventory into a centralized solution like Reach represents a step in the right direction,” says Adam Green, general manager and senior vice president of Broadsign Reach. “It helps cut out a lot of the clutter typically involved in integrating DOOH buys into omnichannel campaigns, while expanding the audience that media buyers can reach.”