Asda has signed a new outdoor media deal with Clear Channel which will see the supermarket giant share its sales and customer insight data with the company to boost targeting opportunities for advertisers.
As part of the seven-year deal – which kicks off in July – Asda has committed to overhaul its outdoor poster sites, including the digitisation of up to 300 superstores and 200 supermarkets.
There are also plans to install of hundreds of 70” portrait digital screens at the entrance of Asda Superstores nationwide, with a smaller variant to be designed for Asda Supermarkets.
The upgraded screens will be powered by Clear Channel’s content management system, Play iQ, which also offers advertisers live availabilities and campaign reporting.
Clear Channel UK chief executive Justin Cochrane said: “Converting hundreds of advertising panels to beautiful digital screens, underpinned by intelligent technology, will allow us to offer brands and customers advertising experiences that are relevant and right for them.”
The move is just the latest in a major push by the outdoor industry to tap into the digital revolution. A recent report by Clear Channel claimed most marketers are still unaware that out of home (OOH) – as it is known today – offers contactless technology, motion detection, and QR and NFC integration.
The industry has also invested heavily in audience planning, intelligent content and data platforms such as Clear Channel’s Play IQ yet fewer than a third of marketers are aware of the medium’s digital credentials.
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