• by Laurie Sullivan  @lauriesullivan, October 26, 2023

Place Exchange has extended its support of digital out of home (DOOH) media buys across Europe through a partnership with Clear Channel.

“Driving this growth, we are seeing increasing demand from buyers to transact DOOH programmatically to capture the many benefits it can deliver,” said James Power, commercial director of EMEA at Place Exchange.

Power, citing Statista-curated data, expects DOOH spending in Europe to increase by more than 7.27% annually from 2023 to 2027, resulting in a market worth $4.29 billion by 2027.

The new approaches are increasingly demonstrating the proven business impact that DOOH can have on advertisers, from upper-funnel brand awareness to lower-funnel conversions and sales.

“Brands understand that OOH in general delivers trusted high-impact messaging in the physical world, free of many of the issues that challenge other channels, such as bot fraud, ad blocking, and brand safety,” he said.

Countries added to the list of digital ad buys include throughout United Kingdom, Belgium, France, Finland, Norway, Netherlands, Spain, Sweden, and Poland. It’s done through the integration of Clear Channel LaunchPAD. a pan-European advertising platform offering programmatic, automated, and direct buying channels, through supply-side platform (SSP) partners like Place Exchange.

Advertisers through the partnership will have an option to buy nearly 13,000 Clear Channel DOOH screens across multiple environments such as roadside, supermarkets, malls, and transit, alongside other programmatic channels like online digital, mobile, and CTV.

When asked to cite challenges to this expansion, infrastructure considerations, country laws or restrictions, Powers said “DOOH spans a diverse array of different venues, formats, and technologies, and the ecosystem is still developing standards to govern things like integrations and measurement that will help accelerate the growth of the channel even further.”

Place Exchange and Clear Channel each have similar partnerships in this region, but will continue to support this partnership.