Clear Channel Debuts RADAR OoH Research Tools

Outdoor ad company Clear Channel Outdoor Americas (CCOA) has launched a suite of research, data and analytics tools called RADAR, to help advertisers and agencies reach their target audiences and measure the impact of their Out-of-Home (OoH) campaigns.

RADAR uses third-party mobile-derived, location-based data to help brands map real-world behavior, consumer habits and travel patterns against specific CCOA media. RADAR overlays aggregate and anonymous data, initially from AT&T Data Patterns, Placed and PlaceIQ, against CCOA's US inventory, to create a map of how specific audience segments are best reached via advertising. Once campaigns have been executed, CCOA can measure a broad range of brand attributes and consumer behavior, including lift on awareness, purchase intent and observed visits to specific retail locations.

Andy Stevens, SVP, Research & Insights, says the new tool builds upon the Traffic Audit Bureau's (TAB) industry-standard audience measurement currency: 'RADAR gives marketers an end-to-end solution that provides a more accurate way to understand and target specific audience segments, while maximizing the impact of their OoH media campaigns'. He adds: 'The solution heralds a shift in how brands plan and buy OOH - from buying physical locations to buying precisely targeted audience segments in ways that are easily integrated into a brand's mobile media strategy'.

Web site: www.clearchanneloutdoor.com .