谈及 CCO 如何应对激烈的市场竞争？他信心满满：“我确信我们独特的户外资产，屡获殊荣的创意工作，我们对创新的专注以及所有员工服务客户和社区的强大决心让我们在激烈的市场竞争中脱颖而出。”

说到成功的领导者应该具备何种素质？他思路清晰：“成功的企业领导需要在战略性的眼光与实际且富有战术的运营经验中找到平衡。”

他就是 Clear Channel Outdoor Americas 总裁兼首席执行官 Ron Cooper ，让我们一起走近他，在与他的对话中分享一种睿智的快乐。

Clear Channel Outdoor Americas 

总裁兼首席执行官 Ron Cooper

拥抱数字创新 颠覆现有格局

AOM ：美国户外广告兴起于 19 世纪，请您谈谈美国户外广告的现状？

Ron Cooper （ Hereinafter called “ Ron ”）：从马车时代的海报到今天全新的数字形式，户外广告一直极为有效。没有其他媒体能够像户外广告这样触及到移动中的受众。美国户外广告在过去十年中发展迅猛，数字户外表现尤佳。拥抱创新至关重要，因为数字技术正在颠覆一切。数字化能显著缩短我们从媒体销售到广告活动完全实施的时间，让短期的户外投放更加灵活可行。数字网络为广告主在日常换画、分时段使用以及利用新鲜创意手法等方面提供了灵活性。同时数字户外的有效使用能使我们吸引那些曾专注于传统户外广告的受众。

对于广告主来说，除了像告示牌和海报等高速公路两旁的一些数字户外媒体形式，行人专区的数字公交候车亭和视讯看板也是非常有吸引力的户外媒体。4G Wi-Fi 和 NFC （近距离无线通讯）技术的涌入，使数字户外能为穿梭于不同地点的受众提供移动的讯息，甚至能创造更多让受众及时体验与互动的机会。广告主能直接与受众进行联系和互动，建立持续的对话，不断的更新下载内容以应对市场现状，效果调研和量化结果。

乐活媒体创意 触及受众轨迹

AOM：依您看来，这些年来受众和客户显现出哪些变化？CCO 将会根据受众和客户的哪些变化采取有的放矢的举措？为了使品牌吸引和触及新的受众， CCO 将会尝试使用哪些推陈出新的户外广告项目？

Ron：随着外出受众的不断增加，广告主总是在寻找新的创意方式去触及和吸引他们的出行轨迹。我们有许多以地域为基础的强大数字媒体网络的应用案例。在旧金山，我们投放了雅虎数字候车亭，这个安装了 72 英寸 LCD 触屏的独一无二的互动数字候车亭网络，是目前在用的最大的户外互动触摸屏，受众不仅能浏览其内容，也能与之进行互动。我们联手雅虎用各种触屏游戏去自定义测量此广告活动的有效性，报告系统显示了游戏玩法、时间、地点、使用趋势以及点击流量。在 10 周的活动中，我们推出了逾 178,000 多款互动游戏。

此外， Clear Channel 负责机场业务的 CCA 在全美机场有各种不同的创新媒体形式。今年早些时候， CCA 与数字广告镜和镜像数字网络的创造者 Mirrus 公司精选横跨美国的几个机场安装了基于镜像的数字广告牌。网络执行的第一阶段是在芝加哥奥黑尔国际机场，经过选择比较，150 个40 英寸的数字广告显示镜被安装在几个合适的盥洗室当中，以高清视频和图像的形式传递广告信息。这种显示屏能够提供一些额外的功能，它能使品牌和受众进一步互动，同时也能用于给消费者提供一些优惠券、问答游戏以及其他的一些服务项目。CCA 还有一些互动的动态展示广告板，虚拟大厅以及 FLYsmart （即免费的基于地理位置的移动应用程序），该应用程序可以使航空旅客快速地锁定航站楼的服务及相关设施，同时可以浏览到达和出发的动态航班信息。

展示视觉艺术 凸显基站价值

AOM：新媒体的前景无限，尤其是移动新媒体广告。在您看来，如何以户外媒体为基站，整合其他新旧媒体，创立新的传播模式？

Ron：作为媒体工具的社交媒体、移动技术和其他在线平台，可以和我们的户外资产协同使用，实现品牌与受众的互动，为客户达成目标。在时代广场和拉斯维加斯，我们的Spectacolor 部门的数字看板为附近的设备提供一些移动的讯息，它常常作为支撑体验式营销活动与网络整合的工具。我们看到这个领域的机会非常之多，也相信以户外媒体为基站，整合其他媒体，将会为户外传播的发展带来更多的可能与机会。

AOM：户外广告如何科学规划，融入城市特色，体现城市文化？如何才能在政府、客户、媒体和受众中寻找平衡？

Ron：户外广告是城市环境的一部分。除其广告的功能之外，我们会用户外资产为当地的受众展示视觉艺术，凸显户外媒体作为一个独特的、可定制的平台，以及作为一种适合各种类型的展示、丰富文化景观的卓越工具。

美国户外广告最近的创新之处就是一个融合了技术与测量的 EYES ON ，这个新的评估系统会为广告主和媒介购买者提供相关信息，告知其每一个广告位的投资回报。EYES ON 评估系统告诉营销人员每一则广告的真正受众是多少，以表格的形式提供一些可与其他媒体报告相比的一些信息，所以户外媒体的 ROI （投资回报）能够被精准测量，与其他媒体进行同台比较，这还是头一次。

热衷公益事业 践行社会职责

AOM：美国户外广告的有序发展，主要得益于严格的法律监管和高标准的行业自律。请您谈谈美国有哪些对户外有重要影响的法规？

Ron：我们和联邦以及相关的州、地方各级政府紧密合作，以确保CCO的户外媒体符合那些各级不同政府颁布的规章条例。包括确保高速公路司机能够安全驾驶的《美国联邦公路安全管理条例》，还有一些地方政府为保证管辖区建筑以及广告牌结构安全性的建筑规范等法律法规。

对美国户外广告行业最为重要的认识是OAAA （美国户外广告协会）在发展行业最佳实践准则方面起着领头作用，CCO是其忠实的追随者，OAAA有着比其他政府监管部门更为严苛的规章制度，为使户外媒体成为我们社区生活的宝贵资产, 它不遗余力的履行着自己的职责。

AOM：CCO在美国非常热衷于公益事业，这对提升企业的社会责任，提升企业形象有何裨益？

Ron：户外尤其是数字户外，是一个为社区居民及时提供重要公共服务信息的有效方式。每年，我们都会捐赠价值超过二千万美元的公益广告空间给全国广大的非盈利性机构。为提高公民对特别倡议和协助筹款的认识，我们已经和许多的非营利机构进行紧密合作，在全国各地执行了很多成功而精彩的广告活动。

此外，我们与市政府、美国联邦调查局、美国司法部以及美国国家失踪与受虐儿童援助中心均保持着合作伙伴关系，它们各自拥有自己的数字广告牌网络，因为技术能迅速将重要的公共安全信息告知离家在外的受众。比如恶劣的天气条件，防灾工作的需要和高速公路封闭以及严重的交通事故，同时协助发布逃犯追捕的信息，通过黄色警报灯的分布发现被绑架的儿童等等。

平衡战略战术 人、物各尽其用

AOM：作为全球首屈一指的户外广告公司，与 JCDecaux 、CBSO 等户外媒体公司相比， CCO 如何在激烈的市场竞争中脱颖而出？

Ron：作为世界上最大的户外广告公司， CCO 拥有超过八十万户外媒体的点位，我确信我们独特的户外资产，屡获殊荣的创意工作，我们对创新的专注以及所有员工服务客户和社区的强大决心让我们在激烈的市场竞争中力拔头筹。

AOM：您认为一个成功的领导者应该具备何种素质？您有哪些兴趣爱好？请对您的家庭做个简单的介绍。

Ron：成功的企业领导需要在战略性的眼光与实际且富有战术的运营经验中找到平衡。伟大的领导者致力于构建高效的组织架构，并使每个组织层级都充斥着优秀的执行者。清晰的战略和目标必不可少，这确保大家为共同的目的努力奋斗，使人尽其才，物尽其用，让他们的成就得到应有的认可。我曾有幸在几家注重诚信、企业道德和价值观的公司任要职。这些公司都以有效的营销和服务来识别和满足客户的需求，并把这作为自己的头等大事。我喜欢摄影、骑自行车和旅行。结婚多年，一双儿女皆已成年。

拥抱数字创新 颠覆现有格局

AOM: The America OOH advertising has emerged since 19th century, would you please introduce its status quo to us?

Ron Cooper (Hereinafter called “Ron”):Billboards have always been tremendously effective – from posters in the days of horse-drawn carriages to today’s new digital forms. Outdoor advertising has the ability to reach consumers on the move like no other media can. The OOH industry in the U.S. has evolved significantly over the past decade, especially in the digital realm. Embracing innovation is critical and digital technology is a game-changer. Already, digital is enabling us to dramatically shorten the time from sale to full campaign implementation. It makes OOH more nimble and viable for shorter buying cycles. Digital networks offer advertisers flexibility by enabling them to routinely change copy, to daypart, and to use fresh creative approaches. Used effectively, digital also enables us to attract customers from outside the traditional OOH categories.

Beyond highway-based digital OOH properties, like bulletins and posters, digital transit shelters and video boards in pedestrian areas are also proving to be attractive assets to advertisers. With the addition of 4G Wi-Fi and Near Field Communications (NFC) technology, these digital properties can deliver mobile content across individually selected locations and create even greater opportunities to instantly engage and interact with audiences. Advertisers can directly connect and interact with consumers, create an ongoing dialogue, continually update downloads to react to current market conditions, and research and quantify results.

乐活媒体创意 触及受众轨迹

AOM:Judging from your experiences, which changes do the audiences and clients show over the years? And what targeted strategies will Clear Channel Outdoor (CCO) formulate in the face of these changes? What innovative programs featuring new OOH media formats and technologies will CCO pilot for brands to engage and reach new audiences?

Ron: With an ever increasing population of on-the-go consumers, advertisers are always looking for new creative ways to reach and engage. We have a number of great digital examples of place-based media networks. In San Francisco, we launched the Yahoo! Digital Transit Shelters, a first-of-its-kind interactive digital transit shelter network, featuring robust 72” LCD touch screens, which represents the largest outdoor interactive touch screen in use today and allows consumers to not only view but also interact with the content. We teamed with Yahoo! to create custom measurement on the effective of its campaign, which featured a variety of touch-based games. The reporting system measured game play, time, location, usage trends and click streams and in the ten weeks of the campaign, over 178,000 game plays were initiated.

Additionally, Clear Channel Airports (CCA) has a variety of innovative properties in airports around the U.S. Earlier this year, CCA teamed with Mirrus, creator of the Digital Advertising Mirror and the Mirror Image Digital Network, to implement mirror-based digital signage in select airports across the United States. The first phase of network implementation is now available in Chicago’s O’Hare International Airport and consists of one hundred fifty 40” digital advertising mirror displays found in select restrooms throughout the airport that feature marketers’ messages via high-definition (HD) video and/ or HD still images. The displays offer additional features that allow brands to further interact with audiences and can be utilized to drive consumer offers, contests, and other programs. CCA also has interactive gesture display advertising boards, virtual lobbies, and FLYsmart, a free location-based mobile app that allows air travelers to quickly locate services and amenities in terminals, as well as browse live feeds of arrival and departure information.

展示视觉艺术 凸显基站价值

AOM: Regarding new media, especially mobile media shows great potential in the realm of media. How to integrate with the other traditional and new media to establish a new propagation mode on the basis of OOH media?

Ron: Social media, mobile technology and other online platforms are tools we are using in combination with our OOH assets to drive results for our clients by helping brands engage with their customers. Specifically in Times Square and Las Vegas, our Spectacolor division’s digital boards support mobile messaging to nearby devices and serve as an anchor for experiential marketing programs with Web site tie-ins. We see a lot of opportunity in this area and believe there’s no limit to what outdoor platforms can do.

AOM: How to plan OOH advertising scientifically and make OOH advertising blend into the urban culture harmoniously? By what means does the OOH advertising balance the interests among government, clients, media owners and customers?

Ron: Billboards have long been a part of urban settings.In addition to advertising, we’ve used our properties to showcase visual art to local audiences, highlighting the billboard medium as a unique, customizable platform, and an exceptional tool for any type of display that enriches the cultural landscape.

The great new innovation in America for planning OOH advertising campaigns is a new blend of technology and measurement called EYES ON – a new rating system that gives advertisers and media buyers information on the true value of their outdoor spending – display by display. EYES ON ratings tell marketers how many people actually see each ad and deliver that information in a form comparable to reports from other media, so outdoor ROI can be accurately measured and compared with other media for the first time.

热衷公益事业 践行社会职责

AOM: The orderly development of America OOH advertising benefits from stringent legal supervision and high-level market code. Could you talk about the major law and regulations that make a great difference on OOH advertising in America?

Ron: We work closely with all the relevant federal, state and local levels of government to ensure that Clear Channel displays meet the various regulations for which those different levels of government are responsible. This includes Federal Highway Safety Administration regulations that are focused on making sure that highway drivers do not encounter distractions along our roadways. And local municipal regulations that include building codes for ensuring that all structures in their territories – billboards as well as buildings – are safe.

It is very important to recognize that the OOH industry in America, through the Outdoor Advertising Association of American, has taken a lead in developing industry best practices guidelines, to which CCO adheres, that are more stringent than most government regulation and ensure that our industry’s displays are a valuable asset to our communities.

AOM: CCO is passionate about public welfare establishments in America, what benefits can it brings to the promotion of CSR (Corporation Social Responsibility) and CI (Corporate Image)?

Ron:Out-of-Home, especially digital, is an extremely effective means of reaching communities with important public service information in a timely fashion. Each year, we donate more than twenty million dollars worth of public service advertising space to a broad spectrum of nonprofit organizations throughout the country. We’ve worked closely with a number of nonprofit organizations to launch and complete successful campaigns across the country to raise awareness of special initiatives and assist in fundraising.

Additionally, we have partnerships with municipal governments, the Federal Bureau of Investigation (FBI), the U.S. Department of Justice, and the National Center for Missing & Exploited Children (NCMEC), who have each also embraced digital billboard networks because the technology can quickly notify people away from their homes of important public safety information, such as severe weather conditions, disaster preparedness needs, and highway closures and serious traffic incidents, as well as messages to assist in the apprehension of fugitives and help recover abducted children through the distribution of AMBER Alerts.

平衡战略战术 人、物各尽其用

AOM: As a second to none OOH company in the world, what challenges do competitors like JCDecaux or CBSO pose to CCO? How to stand out in global expansion among OOH companies?

Ron: As the world's largest outdoor advertiser with more than 800,000 out-of-home displays, I firmly believe that our unique OOH properties, our award-winning creative departments, our focus on innovation, and the incredible determination of all our people to serve our clients and communities set us apart from our competition.

AOM:What qualities does a successful leadership should possess? In your spare time, do you have any hobbies and interests to release your pressure? If you don’t mind, could you brief your family to us?

Ron: Successful business leads need to have a balance of strategic perspective and practical, tactical and operating experience. Great leaders are committed to building highly effective organizations, populated with superb performers at all levels. Clarity of strategy and purpose are essential so as to insure that everyone is working on common objectives, has the necessary resources, and gets recognition for their achievements. I've had the privilege of working for and leading several companies that have adhered to high standards of integrity, corporate ethics and values. Each of these companies placed top priority on identifying and meeting client needs through effective marketing and service. My hobbies are photography, cycling and travel. I am married and have two adult children.

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