Clear Channel's Andy Stevens on Perfecting Out of Home Measurement

Charlene Weisler amp160Please give us an overview of Clear Channel Outdoor RADARAndy Stevens amp160Here39s the elevator pitch Clear Channel Outdoor RADAR uses mobile location data to identify the audiences that have been exposed to billboards amp160There is complexity in how we translate anonymous aggregated location data that comes from various sources like mobile ad exchanges or directly from apps but fundamentally the goal is to understand the viewing audience which then allows us to offer better targeting for advertisers because we know which billboards best reach your target customer amp160It also allows us to deliver measureable results so we can show you what user behaviors the campaign actually generatedCharlene amp160Is Clear Channel the sole partner of Cuebiq39s OOH dataAndy amp160Yes They work in other sectors but we are their exclusive partner using data for Out of HomeCharlene amp160What is footfall attribution How does it work and why is it important Andy amp160It39s measuring the impact that the campaign has on store visits people physically going into stores amp160It39s important because despite the huge transformative growth of online commerce 85 of what is bought is still bought offline amp160That39s a stat from the National Retail Federation amp160So for marketers being able to measure the impact their campaign has on real world store visits is incredibly important amp160It39s particularly transformative for businesses where the location is the key signal of intent Think about a gym the measure is that people go there amp160Same for a QSR for the most part people visit the restaurant to buy something amp160We can measure that foot traffic and show if it has been driven by exposure to an OOH adCharlene amp160What has been the benefit of adding CuebiqAndyamp160 When we rolled out Clear Channel Outdoor RADAR early last year we knew the location data landscape would continue to grow amp160We designed CCO RADAR to be sure that we could continue to evolve as new data sources became available and Cuebiq represents the next generation of location data amp160They not only have large scale data amp160about 60 million devices amp160but the data is persistent amp160They continually measure location data so they know where those devices are amp160That39s really important for OOH because we need to be able to understand if someone definitely went past a billboard to be able to measure the performance of the ad against themamp160So let39s say you are driving from Manhattan to Jersey City and you didn39t open an app on your phone amp160Traditional location data sources relied on the ad calls from apps so we wouldn39t have known that that person made that journey if they didn39t open up an app when they got there amp160With Cuebiq we now have a persistent anonymized data source at much greater scale than we ever had before amp160And we now offer more martkets more detailed metrics amp160cutting the results by demographics time of day day of week and we receive the results more quickly amp160In the past we worked on a two to three week turnaround amp160Now it is two to three days and we have lower costsCharlene amp160Can you give an example with an advertiserAndy amp160Let39s take that gym example A 24 Hour Fitness campaign used location data in two different ways amp160for planning purposes and for attribution For planning they had two target audiences amp160current 24 Hour Fitness customers and competitive gym customers amp160We used RADAR data to identify which locations best reached those targets and then identifed the best billboard locations in LA and San Francisco for a highly targeted campaign The measure of success was whether we could drive more visits to the gym for both target groups amp160After the eightamp160week period of the campaignamp160we measured footfall attribution comparing those who were exposed to the ad and those who were not amp160We saw a 248 lift in visits amp160That is really impressiveCharlene amp160Will this help facilitate cross platform measurement and if so howAndy amp160We absolutely have our eye on that amp160Marketers need to better understand not just each channel in a silo but how the entire marketing mix impacts performance amp160The Cuebiq data is a big part of that because it gives us sufficient scale to be able to sync anonymous mobile ad ids with third party data sets amp160That39s how digital advertising is measured amp160We are putting OOH on the same playing fieldCharlene amp160What are some areas that still need to be added to your systemAndy amp160We39re continually adding more metrics and more behaviors into CCO RADAR amp160But we don39t identify people as specific individuals amp160Weamp160 use the anonymous mobile ad id which brings us into the digital data ecosystem amp160This is how digital advertising has been so successful because it uses anonymous ids amp160The first behaviors we looked at with CCO RADAR were offline behaviors amp160Going beyond footfall we can now measure tunein or understand what apps they may use by interfacing with thirdparty data sets to enhance our targeting capabilitesCharlene amp160How many markets do you reachAndy amp160We39re in 43 of the 50 largest markets in the United States and in 140 airports and that includes street furniture and roadside inventory amp160But we can39t measure moving ads such as on a bus because they change locationCharlene amp160 Where do you see OOH measurement three years from nowAndy amp160We know we have great OOH locations and we know we can provide excellent targeting with the largest creative formats all of the inherenet benefits of out of home amp160What has held us back in the past is that people couldn39t measure outcomes and lacked the sophisticated analytics and behavioral intelligence to establish where to buy Today we can connect all of the technologies that are being used to measure advertising performance across the board amp160The more we can do that in the future the closer OOH will be to the level of digital adverising amp160We already have a programmatic component amp160for our digital inventory amp160We will continue to do that to make advertising easier and easier to buyClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Clear Channel's Andy Stevens on Perfecting Out of Home Measurement

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Charlene Weisler

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Clear Channel's Andy Stevens on Perfecting Out of Home Measurement

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