Clear Channel Outdoor Americas Launches ‘RADAR’ – New Data Analytics Solution for Marketers to Plan and Buy Out-of-Home Media and Measure Target Audience Segment Outcomes
Long-Awaited Industry Solution Fuses Mobile Location Data from Leading Providers to Enable Seamless Integration of OOH Planning and Buying into a Marketer’s Digital and Mobile Media Mix
TOMS Shoes Validates its OOH Media Strategy as First Clear Channel RADAR Test Brand
New York, New York, February 29, 2016 – Clear Channel Outdoor Americas (CCOA) (NYSE: CCO), a subsidiary of iHeartMedia Inc., today announced the launch of ‘Clear Channel Outdoor RADAR’, its new suite of research, data and analytics tools to help advertisers and advertising agencies more effectively plan and buy CCOA media to reach target audiences and measure the impact of their Out-Of-Home (OOH) campaigns.
For the first time in OOH, Clear Channel Outdoor RADAR gives marketers the ability to use the same kinds of sophisticated audience segmentation, targeting and insights they already use in their digital campaigns—a long-sought goal of the OOH industry and only available to CCOA customers. OOH can now be integrated into the broader marketing data ecosystem, giving brands the unique ability to map real-world behaviors, consumer habits and travel patterns against specific CCOA media.
With RADAR, advertisers can better navigate CCOA’s vast and diverse OOH media solutions, highlighting the locations and inventory types that are most relevant for their specific objectives. Using aggregate and anonymous mobile consumer information, initially from AT&T Data Patterns SM, Placed and PlaceIQ, Clear Channel Outdoor RADAR overlays this data against the company’s U.S. inventory to create a comprehensive map of how specific audience segments are most effectively and efficiently reached via CCOA’s advertising.
“Clear Channel Outdoor RADAR is truly a next generation advertising solution, giving marketers an end-to-end solution that provides a more accurate way to understand and target specific audience segments, while maximizing the impact of their Clear Channel OOH media campaigns,” said Andy Stevens, SVP, Research & Insights, CCOA. “Clear Channel Outdoor RADAR heralds a shift in how brands plan and buy OOH – from buying physical locations to buying precisely targeted audience segments in ways that are easily integrated into a brand’s mobile media strategy.”
“Not only can buyers ‘smart target’ audience segments, but we can demonstrate actual OOH contributions to solve clients’ business challenges through attribution,” said Jill Nickerson, SVP, OOH, Horizon Media. “Clear Channel Outdoor Americas has made a valuable contribution that is game-changing for our business. We are able to show ‘of the target exposed, who took action’ quantifying plans at an enhanced data level to better measure the impact of our campaigns.”
TOMS Shoes recently tapped RADAR to measure the impact of its OOH campaigns. By way of geo-fenced billboards and secure mobile location data, RADAR provided TOMS with specific measurement analytics including awareness, consumption, ad recall and brand engagement. RADAR- partner Placed provided aggregated, anonymous data that indicated if consumers were talking about the brand with friends, looking it up online or finding it in stores after exposure to TOMS’ OOH advertising.
Looking to increase awareness of its social mission and encourage consumer action among the 18 to 34 yr. old demographic, the philanthropic-minded shoe brand saw that those exposed to its Orlando campaign were 25 percent more aware of TOMS’ social mission. Further, those exposed to OOH showed a greater likelihood to engage with the brand including talking about it with friends (+122%), looking the brand up online (+43%), finding it in-store (+47%) and purchasing shoes or other products (+44%).
“Using state of the art digital measurement, Clear Channel was not only able to show that OOH ad recall was among the highest of any media channel, but also proved that the OOH drove significant increases in awareness of TOMS’ social mission, which was the primary campaign goal. For us, the supporting data reinforced the power of our creative on the outdoor canvas and helped validate our media strategy.” Jordan Glassberg, VP Business Development, TOMS
By using mobile-derived, location-based data, Clear Channel Outdoor RADAR also gives marketers the kind of attribution analytics they need to measure the true impact of their campaign on their target consumer segments. It builds upon the Traffic Audit Bureau’s (TAB) industry-standard audience measurement currency to offer marketing partners the most sophisticated data analytics and measurement capabilities available today. Many of CCOA’s aforementioned providers already supply advertisers and agencies with data for their digital campaigns, facilitating the integration of the company’s data into advertisers’ existing media models.
“AT&T Data Patterns allows advertisers to better understand audience demographics passing by Clear Channel Outdoor’s media,” said Sarita Rao, vice president, AT&T Data Patterns. “The anonymous and aggregated group insights will help advertisers to better plan their campaigns and place ads that are more relevant to the audiences that see them.”
Once campaigns have been executed, aggregated and anonymous mobile data from AT&T Data Patterns and Placed provide Clear Channel Outdoor RADAR the ability to measure the impact of CCOA campaigns on consumers once exposed to an ad. With these insights, brands working with CCOA can measure a broad range of brand attributes and consumer behavior, including lift on awareness, purchase intent and observed visits to specific retail locations. By comparing data from audiences exposed to ads on CCOA’s media against unexposed control groups, marketers can now fully realize the impact and ROI of OOH advertising.
“Clear Channel has long been a leader in OOH innovation and PlaceIQ’s analytics makes it possible for advertisers to understand audiences at a much deeper level,” said Duncan McCall, CEO and founder, PlaceIQ. “Adding these insights to the OOH advertising value proposition will help paint a more accurate picture of the consumer journey, creating a truly differentiated offer applicable to Clear Channel’s extensive inventory, whether at an airport, on a highway or at a bus shelter. We are honored to play a role in helping Clear Channel offer immense value to its long roster of advertisers.”