After a short testing period, Clear Channel Outdoor Americas (CCOA) is entering an exclusive partnership with location-based provider Cuebiq to incorporate its location insights and visitor attribution analysis into its advertising campaigns.
"For a long time, out-of-home (OOH) was more of a gut check," said Andy Stevens, SVP, research & insights, CCOA. "Now we can prove that OOH works."
According to the partners, this deal enables Clear Channel to more accurately assess whether people actually see billboards and how the messaging influences viewer behavior.
Cuebiq’s proprietary technology, which spans tens of millions of mobile devices in the U.S., measures aggregated and anonymized mobile location data by identifying audiences exposed to CCOA’s printed and digital billboards.
Cuebiq will join CCOA's RADAR suite of research, data and analytics tools, which also includes AT&T Data Patterns SM, Placed and PlaceIQ.
Stevens says adding Cuebiq "dramatically increases the scale of CCO RADAR insights. This means we can apply our analytics more quickly, with greater precision and in more markets," noting the alliance feeds advertisers’ demand "for location analytics based on mobile users’ offline behavior.”
CCOA tested Cuebiq with client 24 Hour Fitness. The 400-location chain utilized Cuebiq’s process and CCOA’s OOH inventory in two markets — San Francisco and Los Angeles — to anonymously identify mobile IDs exposed to its OOH campaign. It found a 240% increase in guest traffic using the Cuebiq system to analyze those exposed to the ads.