Clear Channel Launches Improved Airport Media Tracker

Clear Channel Airports (CCA), the Americas-based airports business of advertising group Clear Channel Outdoor Holdings is rolling out a new audience impressions methodology, pioneered by independent OOH ad currency organisation Geopath.

CCA, which operates more than 260 airport programs across the globe and has a presence in 28 of the top 50 US markets with major airports, says the new approach will give a more precise analysis of a consumer's advertising journey as they traverse an airport, and that it will integrate the new methods into the nation's busiest airports now and in 2021.

Previously - for the last few decades - the approach used has estimated how many times passengers see an ad in an airport, which CCA says underrepresented the reach of ads, resulting in the space being undervalued. The new method shifts away from measurement of passenger count alone, adding in more behavioural analysis and likelihood to consume ad media in an airport. Analysis and comparison of historic passenger counts in six top airports against the new Geopath audience measurements, shows airport campaigns are delivering impressions at 'a much higher rate, and in some cases, up to 8x what was previously reported'.

Data will become available to CCA's advertisers through the company's CCO RADAR suite of campaign planning, amplification and measurement solutions. CCA President Morten Gotterup comments: 'As travel continues to ramp, our advertisers will benefit from these insights by realizing the true reach and effectiveness of their campaigns'.

Geopath President Kym Frank comments: 'We worked with a committee of buyers and sellers to develop a methodology that provides accurate measurement for each unique screen across a multitude of venues that is on par with the data we provide our roadside and transit members'.

Web sites: www.clearchannelairports.com and www.clearchanneloutdoor.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.