Clinch, an omnichannel artificial intelligence (AI) based personalization platform, recently announced its partnership with OUTFRONT Media Inc., an outdoor media company. According to the announcement, Clinch will be the latter’s dynamic creative optimization (DCO) partner. This partnership is expected to help advertisers leverage Clinch’s personalization platform to run and manage contextual campaigns across OUTFRONT’s digital out-of-home (DOOH) boards.
The partnership brings a suite of DCO capabilities to out-of-home advertising. The capabilities include scalable creative versioning and contextual ad personalization. The partnership also brings capabilities that allow advertisers to include product feeds into the DOOH creatives. This is expected to help advertisers from the retail, CPG, and auto industries deliver campaigns that reflect product availability, language, weather, proximity, and creative calls to action (CTAs).
See more: How To Make Ads More Personalized With Audio OOH
Why This Is Important
The DOOH industry is one of the fastest-growing channels available for advertisers today to run campaigns besides online platforms. The last two years even witnessed increasing investments in out-of-home advertising despite a dip during the pandemic’s peak and the resulting lockdowns. According to StatistaOpens a new window , about $3.8 billion will be spent in the U.S. alone by 2023, up from $2.7 billion in 2020. DOOH is also touted as one of the best alternative channels for advertising in the absence of third-party cookies due to several features.Â
Despite the growing popularity of DOOH, the industry and advertisers face a few challenges. For example, advertisers often face a high barrier to entry because of the cumbersome creative production process and complex distribution methods. Further, advertisers often find it challenging to dynamically optimizeOpens a new window creatives for personalized and contextually relevant messaging. Â
The partnership between OUTFRONT and Clinch is expected to solve these two significant challenges for advertisers.
Talking about the partnership, Oz Etzioni, co-founder and CEO, Clinch, said, “Digital-out-of-home is growing, but often regarded as having a high barrier to entry given the varying screen sizes, complex distribution methods, and cumbersome creative production process. Through our partnership with OUTFRONT we are developing industry standards for DCO in digital-out-of-home through our first-to-market personalization capabilities, and the ability to plan and scale DOOH campaigns from one unified platform.â€
See more: Predictions 2022: What’s in Store for Out-of-Home Advertising This Year
“Out-of-home advertising has evolved in recent years to provide clients with many of the complex data decisioning and creative processes that are now inherent to digital channels like display, video, and social. But swapping in new creative messages that are personalized, contextually relevant, and scalable has remained a challenge. OUTFRONT’s first to market partnership with Clinch provides advertisers with the ability to facilitate the delivery of personalized ad experiences at scale with no additional manual work required on the backend,†saidOpens a new window Andrew Miller, VP, innovation and product engagement, OUTFRONT.Â
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