How Clearchannel defined the future of Out-of-Home media

The client

A leading player of Out-of-Home media for over a century, Clear Channel recognised that times were changing, fast. With the advent of digital advertising, they needed to adapt quickly to take a leadership position in this space.

The challenge

Challenged by the need to redefine themselves, they kicked off a digital transformation to reinvent their proposition and business model. From a company making all of its revenue from print adverts to a provider of high-tech digital billboards with content targeted to audiences. The ambition – to create value-added advertising offering to compete with digital media giants and a relevant outdoor experience for the increasingly urbanised global population. Together, we’ve set off on a digital transformation journey to capture the potential of digital in Out-of-Home. This entails setting strategic direction and successfully executing the change by shaping and leading a digital transformation.

The approach

Here’s how we are helping Clearchannel transform their market offering and develop the technology products needed to successfully tap into new revenue streams:

Defined a digital transformation strategy driven by the impact of programmatic trading on the industry

Created a business case and roadmap for change

Overseen the delivery of a number of key technology products, including advanced algorithmically driven campaign planning, and a bespoke programmatic trading platform

Designed a new operating model for a modern digital technology function

Shaped and led a digital transformation, including the introduction of an agile transformation strategy to adopt agile and lean ways of working at scale