Activations on CCO’s Le Grand Screen and in the experiential ‘Playground’ space demonstrate capability for contextually relevant, real-time and data-driven digital out-of-home campaigns
Clear Channel Outdoor (CCO), one of the world’s largest outdoor advertising companies will be showcasing the creativity, flexibility and real time engagement potential of digital out-of-home (DOOH) advertising at this year’s festival.
CCO will be using one of the largest and smartest rooftop billboards in the world and its small-format screens to host world class digital out-of-home activations. Following its successful debut in 2015, the giant digital billboard, dubbed ‘Le Grand Screen’, will stand above the iconic Le Grand Hotel and can been seen by audiences across the Cannes bay. Situated in the hotel gardens at ground level, the Playground – CCO’s experiential and hospitality space – will also feature DOOH campaigns from advertisers, creative agencies, media agencies, digital and production company partners, and play host to a thought leadership programme throughout the week.
The DOOH showcase will feature dynamic activations from partners including: Biborg, Black Swan, Buzz Radar, Haymarket, Quividi and Kirk&Kirk, LivePoster and Diageo, Ogilvy and Stink Studios, Twitter and WCRS. Creative concepts include conditional-triggered content, mobile gamification, user-generated content, Artificial Intelligence (AI), hyper-local contextual relevance, as well as data aggregation, integration and visualisation.
As part of its commitment to championing creativity in OOH, CCO is also proud to be sponsors of the Outdoor Lions category of the prestigious Cannes Lions Awards for the eighth consecutive year, to recognise the most creative out-of-home campaigns from around the world over the past twelve months. Using the immediacy of digital out-of-home to showcase the winners, CCO will present the winning campaigns on Le Grand Screen as soon as they are announced, to celebrate outstanding creative achievement in the outdoor medium.
William Eccleshare, Chairman & CEO, Clear Channel International, commented:
“Creativity is truly the lifeblood of Cannes and thanks to the tech-fuelled possibilities of digital out of home, combined with outdoor’s inherent ability to reach mass audiences, it is one of today’s most creative mediums.
“We have reached a digital tipping point for out of home with scaled digital networks across many of the world’s major cities that allow advertisers to engage audiences with data-driven, real time, contextually relevant messaging. But we’re only just scratching the surface of what is creatively possible, so we’re working with a range of partners who have crafted bespoke activations for the event and the unique festival audience, to inspire the global advertising industry about the creative possibilities of out of home.”