• by Erik Sass  @eriksass1, May 20, 2013

Clear Channel Outdoor is creating a new way for advertisers to buy out-of-home ad inventory with the unveiling of “consumer networks." They bundle out-of-home assets targeting specific audiences in order to streamline and simplify the media planning and purchasing process.

The networks combine CCO ad inventory at national and regional levels, eliminating the need for media buyers to select individual properties.
 
The outdoor advertising consumer networks are defined by various demographic, geographic and psychographic factors, allowing advertisers to choose from outdoor portfolios targeting market segments, including Hispanics, African-Americans, women or men ages 18-49, adults ages 18-34, and consumers with incomes greater than $75,000, $100,000 and $150,000 per year.
 
In addition to making out-of-home ad purchasing more efficient, the consumer networks are geared to allow integration and comparison with other media channels. They incorporate “Eyes On” ratings from the Traffic Audit Bureau that reflect the actual likelihood of seeing ads.
 
CCO tested the concept with three pilots networks in 2012 and is currently deploying them in Albuquerque, Cleveland, Orlando, Milwaukee, Minneapolis, San Francisco, and Seattle. More major out-of-home markets will follow.
 
Also, CCO is pushing ahead with the rollout of digital billboards and expanding its transportation-based advertising network with new digital products at Clear Channel Airports. Earlier this year, CCA unveiled a new airport TV network, ClearVision, which is intended to compete with CNN’s Airport Network. CCA also recently revealed four large “video towers” in the Denver International Airport, consisting of LED screens measuring 26 feet on the diagonal.

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