Clear Channel Deepens OOH Measurement with Incrementality

The term quotincrementality measurementquot refers to the approach of understanding to what extent a given medium in this case OOH helped to drive new or additional actions that would not have occurred unless consumers were exposed to an ad explained Campbell Keller Clear Channel Outdoor39s Director Product DevelopmentIt39s one thing to understand if consumers visit a certain retail outlet because of an OOH campaign It39s another to understand even deeper behavioral insights like new customer acquisition and brand loyalty For example quotVisitation attributes can paint a picture for a brand about new customer interactions at their store locations people that haven39t visited a store location before or consumers who were already engaging with the brand but are increasingly so as a result of the media exposurequot Keller explainedTo measure incrementality in a standardized unbiased manner Clear Channel leverages its RADARProof attribution solution quotWe can measure offline visitation as a result of an OOH campaign to retail locations taking into account what days of the week what times of the day as well as how often a consumer visits a store after being exposed to an OOH ad We can then measure other influences the campaign had from a frequency and reach perspectivequot Keller said RADARProof also measures online activities such as visits to a particular website or mobile app as well as offline household purchases of consumer packaged goods or automotive vehiclesKeller stressed however that there isn39t a onesizefitsall approach to OOH measurement Rather it should be based on the outcomes brands and advertisers are looking to deliverquotIn thinking about it from an attribution perspective it depends on what we39re trying to measurequot he explained quotWe wouldn39t model visitation behaviors if the KPI key performance indicator was to drive tunein for example We want to make sure it39s customized for each customer39s unique campaign goalquotThe results offer added insights into the value of OOH advertising not only for Clear Channel but for the industry quotThere has been higher scrutiny of advertising dollars as a wholequot Keller said quotWe want to demonstrate how our channel is driving strong outcomes for brands whether it39s driving new customers or driving an increased number of interactions amongst existing customersquotTo solidify all insights Clear Channel has partnered with leading attribution providers that set the pre and postbaselines for measuring each campaign and construct the consumer groups In this way Clear Channel is not quotgrading its own homeworkquotClear Channel is also able to measure primary and secondary campaign goals especially as campaigns start to have more than one objective At the core though is using the same exposed group dataset across these multiple measurement panels to align the exposed OOH consumers used for campaign attribution quotBy using geolocation data it39s now possible to match outofhome exposure closely to a pointofsale interactionquot Keller notedThe results are revealing Keller explained that Clear Channel has been conducting joint measurement with brand surveys and CPG consumer packaged goods sales studies that show upperfunnel lifts in KPIs like purchase intent are often aligned with lift in actual sales even when conducted with different attribution partners In addition quotWe39re seeing a lot more traction in lowerfunnel results not just on CPG sales but also with automotive sales helping to drive spend for new categoriesquot he said Among the categories leaning into this advanced form of measurement with Clear Channel are pharmaceutical as well as other directtoconsumer productsNew consumer behaviors sparked by the pandemic have made online engagement studies more imperative Some consumers are no longer interested in eating inside a fast food restaurant and instead opt to pick a meal up and eat elsewhere Keller said By matching OOH exposure data with a brand39s app data through their MMP mobile measurement provider one can measure engagementWith some categories the pandemic39s impact on behavior has presented some challenges Take credit unions for example quotMost new account openings are now happening online versus in personquot he said quotCustomizing measurement solutions to be more webbased obviously has its own set of challenges You can39t necessarily click on a billboard But being able to showcase how we39re still able to drive consumers to a brand39s website has been incredibly key for usquotBecause of the range of data available it is possible to glean unexpected insights from the results Keller noted a particular instance where an advertiser experienced no lift quotWe were still able to identify that OOH did a great job of increasing the brand39s market share relative to other competitors and drive new customers to the brandquot he said As a result there was an increased understanding that lift does not necessarily determine success of a campaign quotThere are a lot of ways you can tell a story and how effective a campaign is through other aspects of measurement and attributionquot he addedThrough it all the goal is quotto continue to offer solutions for advertisers to allow them to make informed decisions especially among sales channels like programmatic outofhome so they can continue to drive strong resultsquot Keller concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Clear Channel Deepens OOH Measurement with Incrementality

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Charlene Weisler

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