RADARView, @CCOutdoorNA’s Dynamic Campaign Planning Platform
Adrian J Cotterill, Editor-in-Chief
Clear Channel Outdoor Americas (NYSE: CCO), a subsidiary of iHeartMedia Inc., has introduced RADARView, something which we are told is a significant evolution of its Clear Channel Outdoor RADAR suite of Out-of-Home advanced advertising solutions.
RADARView is described as a sophisticated visualization platform that gives advertisers the power to optimize their OOH campaigns by entering campaign specific information such as demographics, audience segments or locations to reach consumers along the pathways most traveled.
RADARView bolsters the company’s suite of solutions through aggregated and anonymized data, secured through consent, and directly from persistent apps running on one in four mobile devices. Additionally, this leverages mobile and digital data used today across the ad ecosystem offering advertisers an easier way to unlock the value of OOH using the same approach from the digital world but applied to the physical world’s largest screens.
This new online platform was developed in collaboration with Ubimo, a location intelligence company. Ubimo’s Polaris technology, which powers RADARView, delivers hundreds of behavioral audience segments, with no personally identifiable information, to help brands engage with their niche consumers as they explore planning their campaigns while maximizing their return on ad spend across all Clear Channel Outdoor Americas’s roadside and pedestrian inventory. This includes the flexibility for advertisers to choose from among the broad range of consumer segments pre-identified in RADARView, or, to work with Clear Channel Outdoor Americas to build custom audiences based on the brand’s specific business needs.
If they desire, marketers can become their own mini-data scientists by better understanding where to invest their marketing spend with precision to achieve maximum engagement with their desired audiences. Brands can work in partnership with their Clear Channel Outdoor Americas sales agent to use these insights to create campaigns that reach the right consumers with the right message and can inform their strategy with a range of proven approaches, including; store proximity, demographics, behavior and/or OOH media type.
It also complements GeoPath’s OOH foundational currency for audience impressions and market demographics with behavioral data that can be used for campaign planning and insights.
Scott Wells, CEO, Clear Channel Outdoor told us “Nearly two years ago, we gave the billboard a brain when we layered mobile insights from the digital world against the juxtaposition of our media in the physical world to understand audience travel patterns along the path to purchase. RADARView further demystifies OOH campaign planning for advertisers and sets the stage for them to overlay their own audience behavioral data against our media in an un-skippable, fraud-free and brand safe format. We look forward to sharing this beta release with our valued clients and integrating their feedback as we continue optimizing this tool for future use.”
RADARView’s integration of Ubimo’s persistent mobile data, increases Clear Channel Outdoor Americas’s advertisers’ access to actionable insights from one out of four US mobile consumers – more than ever before with more functionality and speed.
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