Singapore — Digital Out-of-Home (DOOH) has seen incredible growth transformed by tech-fuelled product innovations, smarter use of data and sophisticated cloud-based inventory management platforms.

Ultra-high definition and internet-enabled digital media products incorporates the usage and application of technology, such as touch-screen capabilities, real-time API, augmented reality and virtual reality, that has allowed brands to deliver dynamic and highly contextual content to its consumers. Smarter use of data with video analytics, artificial intelligence and location intelligence have allowed for more sophisticated and data-backed media planning and buying decisions. Powered by inventory management platforms equipped with content management systems, playback and proof of performance, DOOH is today automated, efficient and measurable.

According to IPG Mediabrand’s Magna predictions (as of June 2019) for Singapore, DOOH will continue to grow ahead of traditional OOH, recording a 8.8% DOOH growth by 2023.

Clear Channel has been an early adopter of tech and digital since Play which debut in 2012, with the first-and-still-largest digital street furniture network in Singapore. Clear Channel has also recently expanded its inventory to up to 250 digital Play screens and 4 Electric City large-format street side digital billboards across the island, boosting its CBD and City presence to 154 locations and 100 locations regionally.

Clear Channel’s Play has evolved in the last 8 years, shifting the industry’s traditional way-of-buying DOOH from fixed-in-charge dates, mandatory full-day buys, pre-determined ‘networks’ and packages, to flexible schedules and goal-based approach that optimise media spend and prevent media wastage.

Clear Channel is set for another milestone, implementing a strategic and forward-thinking approach to selling DOOH. Since the launch of Play+ in 2018, Clear Channel has refined its model using a goal-based approach to selling audience ‘views’, with future plans to enable real-time audience targeting. Powered by LEXI, the award-winning audience understanding video analytics system, the technology enables the measurement of ‘views’ which are the number of people who have viewed the advertisement. LEXI audience data is audited and compliant with the Personal Protection Data Act.

“These are exciting times for OOH and we continue to hold our pioneering position by being in the forefront of OOH, pushing the boundaries of digital, tech and scale. Clear Channel’s move towards selling audience views with Play+ is an industry-first in the DOOH space, where the standard conversation still revolves around the ‘opportunity-to-see’. Advertisers can be assured on delivery with our Proof-of-Play that reports the campaign goals achieved, views delivered per day and exposure by regions. With our scale of coverage, we also have the ability to capture the audience, anywhere you want, any time you want, as many times you want, and yet, making Play+ views affordable to buy.”, Kelly Khoo, Chief Executive Officer, Clear Channel Singapore

“Play+ continues to offer the flexibility to select ‘add-ons’ that include 100% pedestrian-facing sites for animated displays, peak hour buys, specific audience targeting, or 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. Play+ is designed to give advertisers flexibility and ownership, to allow brands to own exactly, and only, what they need.”, adds Kelly Khoo.