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No. 1 / 2015
Now
Know
New
Next
Nice
Dear Customers and Business Partners
Our medium is currently undergoing a momentous transformation and reinventing itself at dizzying speed. Progressive digitization, big data and new technological
developments have meant that out-of-home advertising has changed more in the last five years than in the previous five decades. Convergence with other media channels is opening our medium up to new possibilities, reaching beyond pure awareness
campaigns and, through the integration of new technologies and big data, reaching into new areas, previously the preserve of other media, e.g. activation, commitment and precise targetting. OOH can reflect all areas of digital life, irrespective of whether the infrastructure itself is digital – all thanks to the smartphone. Despite all the technology and data, the central creative idea is still the key factor in producing successful
campaigns that get noticed.
Get ready to be surprised and inspired! With kind regards
Jürg Rötheli CEO
Clear Channel and Adello, the leading Swiss provider of mobile advertising, have launched a joint offering which combines the strengths of their repective media in a highly effective way. As part of an integrated cross-channel strategy, advertisers can combine the proven strengths, in terms of reach and awareness, of our poster sites with the great activation potential of mobile marketing in a highly effective way – very much in accordance with the motto «awareness drives action». Thanks to Adello's self-optimizing targetting technology, which has won muliple awards (including from IAB and Gartner), advertisers can reinforce, deepen and extend their Out-of-Home
campaigns by use of Mobile Marketing.
Link to the news release.
Contact us by phone on 058 455 55 00 or e-mail to [email protected] for an offer that is tailored to your specific requirements.
Know: Recording digital out-of-home performance data
Digital out-of-home advertising is definitely on the move: Over the last seven years, this segment has grown by 23 percent per annum; the forecast for 2015 is for growth of around 21 percent. The leading international out-of-home advertising specialists, among them Clear Channel Outdoor, are responding to the growing importance of digital out-of-home advertising and working together on the industry's first standardized concept for recording the media performance of digital out-of-home advertising. The research project uses a virtual world, to place respondents in an environment that is as close to reality as possible, confronting them with various forms of digital and traditional out-of-home advertising. The so-called eye-tracking method offers an exact insight into how respondents react to out-of-home formats of all kinds in different surroundings. The first findings should be available this year and will help gain a better understanding of target groups and simplify media planning.
We help simplify planning of point-of-sale and filling-station campaigns: The new online calculator enables you to tailor a draft plan to your requirements in no time at all. Get information on filling-station operators, centre and price information and get offers directly online.
Point of sale – the whole of Switzerland in shopping mood:
Reach the mobile, free-spending target group at the POS, where 70% of spontaneous purchase decisions are made. Your POS campaign will give consumers the final impetus when it comes to purchase decisions.
point-of-sales-calculator.clearchannel.ch
Filling stations – a strong presence in the fastest-growing shopping market:
With over 1,650 displays, Clear Channel is Switzerland’s leading provider of billboards at filling stations. Poster sites at Coop Mineraloel AG, Migrol, Shell and Tamoil are offered exclusively through Clear Channel. Further sites are available at Avia stations. A filling station campaign enables you to reach a high-spending target group 365 days of the year, at any time of day.
filling-station-calculator.clearchannel.ch
Given the new technical possibilities and rapidly changing consumer behaviour
(connected consumer), OOH is likely in future to be seen and booked decreasingly as an isolated media channel. Out-of-home advertising is already able to fulfil several roles
in an integrated communication plan. We have divided the potential roles of
OOHSOMOLO (out-of-home in connection with social media, mobile and location-based marketing) in three core areas and development drivers.
Creative poster campaigns increase brand awareness and consumer impact many times over, good reasons to take advantage of the forerunner of digital moving images,
creating highly individual campaigns with rotating prisms. Clear Channel's Trivision panels are situated at prime locations in the Zurich area.
The McDonald's «fresh fries every second» campaign shows that Trivision panels offer great scope for creative treatments. For this special poster, the Trivision panels were used exclusively to display three successive images. The potato in the first image is transformed into a traditional portion of McDonald's fries, simply through the rotation of the three-sided prisms. This perfectly captures the message visualized in the treatment. Watch the video here.
Publication Details
Clear Channel Schweiz AG Branch Office Zurich
Beckenhofstrasse 6 P.O. Box 81
CH-8042 Zurich
[email protected], clearchannel.ch
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