Clear Channel Outdoor Americas has improved its RADAR OOH (Out of Home) insights and analytics tool by adding Cuebiq's real-time mobile analytics and location data. The value? Location, location, location. More technically, "location insights and footfall attribution analysis based on aggregated and anonymized mobile location data, to identify audiences exposed to CCOA's printed and digital billboards," says Andy Stevens (pictured below), Senior Vice President Research, Insights and Analytics, Clear Channel Outdoor, where he is tasked with developing strategies to drive ROI growth for the company and its clients. In this exclusive interview, he provides details on this ground-breaking initiative.
The walk along the Croisette at Cannes Lions is always a slow one, regardless of how fast your feet move and how many New York elbows you nudge. Delegates are bobbing and weaving and everywhere you look a logo or brand message begs your attention. I became submerged in advertising land upon arrival, but the "amusement park feel" really hit home when I found myself looking up, way up. Emblazoned in bling with a white ghost at its center, standing a few stories high, was a gigantic Ferris wheel -- planted right in front of the Palais.
Each spring, brand creatives work their magic to awaken consumers from their winter doldrums and get them stoked for sunnier days ahead. Their art comes to spectacular life on the outdoor canvas because it's bright, bold and can't be missed. What better place to stir up such energy than at the crossroads of the world, Times Square?