First-to-Market Innovation Pushes Out-of-Home's
Boundaries, Drives Measurable Results and Impact for CPG
Advertisers
NEW
YORK, Sept. 17, 2024 /PRNewswire/ -- Clear
Channel Outdoor (NYSE: CCO), one of the world's largest Out-of-Home
(OOH) media providers, today announced it has teamed up with
Circana™, a leading advisor on the complexity of consumer behavior,
to deliver comprehensive lift measurement for OOH via CCO's RADAR®
suite of solutions. Through this new partnership, consumer packaged
goods (CPG) advertisers can effectively reach their audiences, in
the right places and at the right times, and understand the impact
of their OOH campaign in achieving their desired business outcomes,
including household sales and incremental new purchases of CPG
products.
CPG brands have always demanded a variety of highly
sophisticated measurement insights from their marketing partners,
something that the OOH industry has struggled to deliver – until
now. With the new Circana partnership, CCO has developed
data-driven advertising solutions that open the door for CPG
marketers to fully tap into the OOH medium and unlock capabilities
and insights historically unavailable in the category.
The combination of CCO's RADAR® platform with Circana's Media
solutions now gives CPG advertisers the ability to effectively
deliver their messaging via OOH, reaching targeted audience
segments while measuring the impact of their OOH campaign on key
business objectives, including brand awareness, purchase intent,
product purchases and more. Further, these enhanced capabilities
allow OOH to be an integrated part of a strategic media mix for
CPGs.
Many of the world's leading CPG brands already rely on Circana
to maximize the performance of their media investments. This new
collaboration enables CCO to bring OOH solutions to CPG partners by
providing measurement insights across various CPG categories, such
as beverage, packaged foods, household products and many others.
Additionally, advertisers can gain actionable insights into OOH's
impact on specific product purchases and incremental sales via
Circana's Household Lift™ solution.
CCO has run numerous campaigns with Circana that have delivered
significant results and impact for CPG brands. For example, in a
recent study involving an established dish detergent brand,
CCO's RADARProof® partnered with Circana to measure
product purchases by matching samples of households exposed to the
brand's digital OOH (DOOH) campaign, which produced the following
results:
- The campaign drove an overall 11.3% lift in shopping
experiences, events or promotions.
- Additionally, the campaign drove new and repeat customers to
purchase the brand.
- Among those exposed to the campaign, 43% of these customers
were first-time category buyers.
- 30% of customers purchased the brand within one week of
campaign exposure.
Following the same methodology, a study for another
CPG advertiser was conducted to measure sales insights for a
light beer from an established brand:
- 36% of all purchases among OOH exposed audiences were
from incremental/new customers.
- The overall sales lift from OOH was double the category
benchmark for beer campaigns.
"With an ongoing focus on meeting our customers' evolving needs,
we continue to pioneer innovative advertising solutions to ensure
our media is more addressable and measurable for brands," said
Jeremy Flynn, senior vice president,
Data Products and Strategy, Clear Channel Outdoor. "We believe
strategic partnerships, like this one with Circana, will bring more
CPG brands into the OOH space as these advanced capabilities allow
CCO to deliver measurable results, impact and value for advertisers
in ways that boost their business performance."
"We're very proud of our partnership with Clear Channel and of
the results we are achieving together," said Mike Quinn, senior vice president, Global Media,
Circana. "This is an impressive example of the digital
transformation and convergence that is sweeping across huge media
channels like TV and OOH. Across the industry, more media is
becoming more addressable and more measurable every day, which
means more value is being created for more advertisers every
day."
This collaboration is another example of how CCO continues to
push boundaries in OOH innovation to solve modern marketing
challenges and drive success for its customers. Last year, CCO
announced new partnerships integrating its CCO RADAR® data platform
with best-in-class Data Clean Room applications and services from
Aqfer, Habu, InfoSum and LiveRamp. This first-of-its-kind
integration allows brands to leverage their first-party data to
reach their core audiences by using OOH, creating a true
omnichannel experience that can safely tap into audience insights
for campaign planning, measurement and attribution in a
privacy-conscious manner.
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at
the forefront of driving innovation in the out-of-home advertising
industry. Our dynamic advertising platform is broadening the pool
of advertisers using our medium through the expansion of digital
billboards and displays and the integration of data analytics and
programmatic capabilities that deliver measurable campaigns that
are simpler to buy. By leveraging the scale, reach and flexibility
of our diverse portfolio of assets, we connect advertisers with
millions of consumers every month.
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Contact: Jason D.
King, SVP, Corporate Communications & Marketing, Clear
Channel Outdoor
jasondking@clearchannel.com, 212.812.0064
About Circana
Circana is a leading advisor on the complexity of consumer
behavior. Through superior technology, advanced analytics,
cross-industry data, and deep expertise, we provide clarity that
helps almost 7,000 of the world's leading brands and retailers take
action and unlock business growth. We understand more about the
complete consumer, the complete store, and the complete wallet so
our clients can go beyond the data to apply insights, ignite
innovation, meet consumer demand, and outpace the competition.
Learn more at circana.com.
Contact:
Shelley
Hughes
Vice President, Public Relations, Circana
shelley.hughes@circana.com
312-731-1782
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SOURCE Clear Channel Outdoor