Clear Channel Outdoor Holdings Inc. (Phoenix) has created the Clear Channel Outdoor National Sales Group (NSG), a business unit dedicated to aiding advertiser and agency partners in the planning, buying and implementation of multi-platform and multi-market OOH campaigns. Separately, the company rolled out refreshed branding to reflect an OOH-advertising resurgence.
“Outdoor advertising is now primed to gain a larger share of overall advertising spending with the advent of new measurement tools like Eyes On that puts out-of-home on par with other media categories, combined with new digital innovations that allow for more creative and flexible campaigns,” said Ron Cooper, Clear Channel Outdoor Americas CEO. “As the industry leader, launching our National Sales Group gives marketers the added advantage of a one-stop shop to help them spend where their consumers are and maximize the opportunities that outdoor advertising has to offer. The NSG will enable top-tier marketers to access our national network of traditional and digital signage. And for the first time, marketers can target key demographics on a national scale with one easy purchase and not have to assemble buys across numerous local markets.”
The implementation of Eyes On, the industry’s new, independent, measurement tool that allows advertisers to validate audience reach of outdoor campaigns with deep demographic data, is transforming the outdoor medium. For advertisers and media planners, outdoor campaigns can now offer a true, real time network experience – linking opportunities across its traditional, digital and spectacular properties.
NSG is tasked with creating new opportunities for national advertising plans across Clear Channel Outdoor’s OOH-advertising properties. This expanded group will be led by Lou Giordano, senior VP of national sales, and Debbie Reichig, senior VP of business development and marketing. They will report to Rocky Sisson, executive VP of sales and marketing.
Giordano said, “One mission for NSG is to validate out-of-home as a re-emerging medium and CCO is leading the way.”
NSG account executives located in major markets, such as NYC, Los Angeles, Chicago and Dallas, will provide proximity to the planning and decisionmaking process and support quick turnaround for national campaigns. NSG operates under a strategic, account-management plan that clearly identifies accounts that would benefit greatly from adding OOH to their media plans. Key verticals that the team will target include consumer packaged goods, health and beauty aids, entertainment, media, retail, over-the-counter pharmaceuticals and telecom.
Refreshed branding
Clear Channel Outdoor has also launched a refreshed branding campaign with the tag line, “Out Works,” which complements the new sales approach. “The enhanced branding will convey to advertisers and media planners that they should look at OOH with fresh eyes – as a new medium with unlimited digital opportunities and new metrics to measure them,” said Debbie Reichig. Out Works speaks directly to OOH’s ability to reach mass audiences faster and more efficiently than other media, and, at the same time, out-of-home’s proximity to the consumer sale enables a direct impact on ROI.”
The refreshed branding is accompanied with an updated logo.
Clear Channel Outdoor is the world’s largest outdoor advertising company, with close to one million displays in more than 50 countries across five continents. In the U.S., the company operates more than 200,000 advertising displays and has a presence in 48 of the top 50 Designated Market Areas. It also operates airport, rail and mall-advertising businesses worldwide. Its Spectacolor (U.S.) and DEFI (international) divisions are the global-market leaders in spectacular-sign displays, including in New York’s Times Square. Clear Channel Adshel is the company’s international, street-furniture division, which operates more than 3,500 municipal advertising contracts worldwide. Clear Channel Outdoor also operates digital displays and networks in most of its divisions.