In a bid to lure more national advertisers to out-of-home, Clear Channel Outdoor, the nation's largest outdoor media company, announced Wednesday (Sept. 15) the launch of the CCO National Sales Group. The new sales unit will give advertisers a single point of contact to buy across CCO's 200,000 outdoor displays in 48 of the top 50 markets and 500 digital displays in 32 markets.
Lou Giordano, svp of national sales and Debbie Reichig, svp of business development and marketing, will head up the National Sales Group, reporting to Rocky Sisson, evp of sales and marketing for CCO.
Though Clear Channel's portfolio in the U.S. is vast, the medium has remained primarily a local one. National advertisers have found out-of-home difficult to buy and prior to the new ratings, lacked the kind of accountability metrics advertisers rely on for other media.
The new unit will also take advantage of the industry's new Eyes On demographic ratings to demonstrate national reach of the medium. Categories targeted by the new sales unit include consumer packaged goods, health and beauty aids, entertainment, media, retail, over the counter pharmaceuticals and telecom.
"We've always known out-of-home to be an integral part of our communications plan, efficiently generating high levels of awareness in close proximity to point of sales, but it was logistically difficult to buy across markets," said Damon Peirson, svp, director of out-of-home and local print for Zenithmedia.
Setting up the National Sales Group is the latest move by Ron Cooper, who was named CEO of CCO last December. To drive business as the local level, Cooper reorganized the company's operations into four geographical zones, from two.