How Clear Channel Outdoor modernized the billboard experience.
This project was completed by Trineo before our teams became one; but regardless of which name is attached to it, all of our customers can count on receiving the same level of support, dedication, and expertise.
Clear Channel Outdoor is one of the world’s largest outdoor advertising companies with more than 675,000 displays reaching more than half a billion people in more than 40 countries on five continents each month.
What’s behind the billboard that you drive past every day?
Traditionally, the lifecycle of an outdoor ad unit is heavily dependent upon a series of manual and paper-based processes. From sales to operations to client communications, it takes many steps by many people to sell an ad and get it installed on a billboard. However, the world’s oldest advertising industry has much to learn from the world’s newest — digital.
For over 110 years, Clear Channel Outdoor has helped to build brands and shape the out-of-home advertising industry, today reaching more than half a billion people per month globally. Inspired by the digital advertising model, the company has begun shifting their legacy processes and systems to increase efficiency and boost sales. Their long-term goal is to digitize their outdoor advertising business, including inventory access and purchase, centralized digital asset management, and automated communications.
APIs drive the digital transformation, powered by Salesforce and Heroku
Clear Channel partnered with software development firm Trineo to help them strategize and build out their digital vision. Trineo specializes in developing custom business solutions using Salesforce and Heroku. Based on these two areas of expertise, one project team was tasked with architecting and developing complex sales tools using the Salesforce platform. A second team focused on developing custom APIs and Apps on the Heroku platform, a part of Salesforce App Cloud, for Clear Channel’s new digital inventory sales and management system.
Together with Trineo, Clear Channel Outdoor built foundational APIs running on Heroku that consolidate and securely manage data from the company’s legacy systems. These APIs comprise the canonical source of truth for business data, and they broker data interchange and messages for back-end systems to consume. For example, when new inventory becomes available in a legacy system, real-time messaging to the API allows it to be exposed right away to API consumers and Apps running on Heroku. The new custom API platform is allowing Clear Channel to rethink how its data is organized to align better with the company’s current way of thinking and longer-term strategy.
“We’re investing in Heroku because its cloud-based platform allows us to be agile and incremental in our approach to development. Without the worry of infrastructure, we’ve increased our efficiency and deployment speed, and are achieving our goals faster than ever.”Alex Porter, VP of Product Development, Clear Channel Outdoor
A portfolio of user-centric API-driven apps
Clear Channel is replacing paper-based processes with consumer-grade custom apps running on Heroku for employees and customers. Trineo helps Clear Channel design and build apps that are simple, purposeful and even fun to use. New apps range from enabling employees to explore billboard inventory in their market; managing the day-to-day work of operations who maintain billboards and install new ads; and wowing customers with a showcase of their ad-campaigns up and running on Clear Channel’s billboards.
The new apps have given employees a new level of visibility into the company’s data, making it possible to check inventory or view photos of a current ad campaign in real-time on desktop and even on mobile. With several successful app launches under their belt, the team is now shifting focus to sales and making it as easy to buy out-of-home advertising as it to buy digital advertising.
“Deploying on Heroku is a natural extension of our agile practice. Without the overhead of marshalling traditional infrastructure, we can focus on the frequent and iterative delivery of highly valuable, functional solutions in close partnership with our customers.”Abhinav Keswani, CEO, Trineo
Employees reap early benefits
Although the work is still underway, Clear Channel employees have been happy with the increased efficiency and productivity of their new apps. Assets no longer sit on disparate, siloed systems but are more easily accessible and manageable. Data flows smoothly to core internal systems to trigger invoicing or other workflows. Digital processes have replaced cumbersome and time-consuming paper-based steps, streamlining operations. With these early successes in hand, the project team looks forward to delivering more core components to their new digital system in the coming year.