Clear Channel Brings Mid-Flight Measurement To Its OOH Network | AdExchanger

"The pressure on OOH marketers to prove outcomes is growing, said Ginny Deitchler, SVP of strategic growth and partnerships at OOH specialist agency ODN. This pressure has grown more acute, she said, as mobile location data-based measurement ties physical store visits to ad exposure. However, advertisers have always been reticent that the speed of performance data from OOH campaigns lags behind other media channels."

"That's why Clear Channel Outdoor announced Thursday its new Inflight Insights feature for its RADAR measurement platform. Clear Channel gets regular data insights from about 130 million mobile devices whose users have opted into sharing location data, said Dan Levi, EVP and CMO at Clear Channel. The new product provides advertisers weekly, mid-flight reports on outcomes driven by Clear Channel's OOH inventory. Previously, Clear Channel only offered post-campaign reporting, typically delivered eight weeks after the campaign had run."

"Modernizing OOH measurement Clear Channel released its mid-flight analytics to meet digital marketers' "expectation of insights, speed and being able to be nimble in the marketplace," Levi said. Timely campaign measurement also aligns OOH media with the real-time feedback loop advertisers are accustomed to with online display and video, Levi said. The near immediacy of campaign measurement, he added, should help convince a wider range of outcomes-focused advertisers that OOH deserves a place in their media mix."

Out-of-home (OOH) media trails digital channels in rapid measurement and campaign optimization. Advertisers increasingly expect outcome proof as mobile location data links physical store visits to ad exposure. Traditional OOH reporting often arrives weeks after campaigns end, preventing mid-flight adjustments. Clear Channel launched Inflight Insights within its RADAR platform to provide weekly, mid-flight outcome reports based on regular location signals from roughly 130 million opted-in mobile devices. Weekly analytics aim to match digital marketers' expectations for insight speed and nimbleness, align OOH with real-time advertising feedback loops, and help secure larger budgets and broader adoption among outcomes-focused advertisers.

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