Clear Channel is introducing a new pricing model following the announcement that the current lockdown will likely be extended until the end of February 2021.
In light of the experience of the first lockdown, Clear Channel took an in-depth look at the mobility of the Swiss population and the impact on its own inventory. Clear Channel is now using the mobility index that was developed in order to dynamically adjust its prices to the mobility scenario for the next six weeks, and thus offer its partners a performance guarantee in the event of them advertising during the lockdown. Where necessary, the display period will be extended, the advertising material will be played out with increased frequency, and the campaign will be enriched with additional products.The performance guarantee is based on the Google Mobility Index, with the reference value of average mobility taken from November 2020. For campaigns until 28 February, the new Google index value will be compared with the reference value on a weekly basis and the resulting percentage will generate additional performance.
In addition, Clear Channel offers its Digital Convenience Network, a platform that will achieve the widest reach during the lockdown. Its 195 screens at various Coop Pronto petrol station shops influence buying decisions directly at the POS. As of today, the Coop Pronto shops are now open again until late in the evening and on Sundays to offer essential goods. The network offers the flexible possibilities of the digital out-of-home model such as targeted regional advertising, time specifications, selected days of the week or advertising coordinated with the current weather.
Clear Channel is taking these measures to ensure that its partners can continue advertising in a targeted and performance-oriented manner during the lockdown.