In an attempt to incorporate behavioral analysis from mobile data with out-of-home advertising, Clear Channel Outdoor (CCO) is introducing what it claims is a first-of-its-kind digital media network in San Francisco.
The Digital Urban Panel will total 100 HD screens that use digital technology to enable advertisers to reach consumers based on their travel patterns and behaviors derived from mobile data. Advertisers will be able to adjust messaging based on topics like pollen counts, sports scores, and weather changes as well as social media activations, including hashtag aggregation.
At the same time CCO will integrate all its OOH pedestrian-level printed and HD screens in San Francisco, including bus shelters, stationary transit media and transit hubs through its digitally linked Radar platform. CCO anticipates this network will deliver a measured audience of more than 1.8 million adults 18+ ad impressions weekly.
The first 50 screen digital network went live Nov. 20 with the second 50 screen digital network rolling out in the first quarter. San Francisco made for the ideal launching city since CCO already had a 15-year contract with the city that allowed for digital conversion from its pre-existing operation. Also, San Fran is a highly desirable area for advertisers, says a CCO spokesperson.
CCO says that similar networks will be rolled out in other cities across the U.S., but so far no time table has been set.