• by Ben Frederick  @mp_benfred, February 29, 2016

Clear Channel Outdoor Americas (CCOA) announced the launch of a new set of analytics and data tools to help advertisers and agencies segment and target audiences out-of-home (OOH) audiences the same way they can with digital tools.

The new product, called Clear Channel Outdoor RADAR, layers aggregate mobile data from AT&T Data Patterns SM, Placed and PlaceIQ over its own inventory data to determine how different audience segments can be reached.

It attributes specific actions to various outdoor campaigns.

Not only can buyers "smart target" audience segments, but we can demonstrate actual OOH contributions to solve clients’ business challenges through attribution,” stated Jill Nickerson, SVP, OOH, Horizon Media. “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.”

The fusion of mobile data with OOH is a mixture that has been attempted by a number of companies with varying degrees of success.

By providing accurate mobile attribution to OOH advertisers, it could shift buying patterns “…from buying physical locations to buying precisely targeted audience segments in ways that are easily integrated into a brand’s mobile media strategy,” stated Andy Stevens, SVP, research and insights, CCOA.

Brands like TOMS shoes have utilized RADAR to geofence billboards and gain new insights into how their OOH advertisements affect consumers. The shoe brand saw that those exposed to its Orlando campaign were 25% more aware of TOMS’ social mission.

This kind of attribution will allow OOH media to integrate more seamlessly with marketer’s other digital and mobile media mix.