Clear Channel launches a drive-to-store measurement solution that uses aggregated and anonymized mobile location data to measure the correlation between (D)OOH ad exposure and drive-to-store. It’s a first in Belgium!
This solution uses third-party data collected by Accurat, a location intelligence startup active in the areas of big data, media, retail and consumer behaviour. The data is collected via a representative panel of consenting mobile users and has been securely anonymized to protect consumer privacy in accordance with privacy legislation.
“This development is in line with Clear Channel’s broader ambition to evolve into a data-driven organization. Thanks to mobile location data, OOH is today “smarter” and more measurable and can therefore be integrated into a broader (digital) data strategy”, Joris De Doncker, Revenue & Product Director Clear Channel Belgium.
For brands across all industries, utilizing location-based attribution to measure the true impact of their advertising campaigns, has become increasingly important. Aggregated everyday location and other contextual data can be leveraged by advertisers to effectively refine the relevance of their campaigns and understand how consumers are responding to ads across channels.
OOH attribution allows advertisers to identify grouped samples of users who were exposed to their OOH advertising and uses extrapolations of real travel behaviour to attribute incremental store and on-site visits to advertising campaigns across Out-Of-Home. By understanding how and when OOH advertising influences in-store visits, brands and buyers can better identify how to reach demographics and drive higher brand awareness, purchase intent and ultimately ROI.
Thanks to Clear Channel’s new drive-to-store solution, advertisers will have a full dashboard available, giving access to all measurement data of their campaign. For example, the dashboard can be used to verify how many people have been exposed to the ad campaign, including insights into demographic trends derived from realtime behaviour. The dashboard also provides statistics on the uplift during and after the campaign, the number of incremental visits, the Return On Ad Spend and so much more, which can also be compared with different benchmarks (own campaigns from the past, category averages, … etc).
“In today’s rapidly evolving (digital) out-of-home landscape, the power of location-based data provides enormous added value. Our brand new partnership with Accurat allows us to measure campaign effectiveness by providing exclusive real-world consumer insights”, Herlinde Hendriks, GTM & Product Manager Clear Channel Belgium.
“With Accurat we help retail companies and brands to make their decisions more substantiated. We process the anonymized location data into recent insights of consumer behavior. In addition to our solutions for competitor analysis, store measurements and evaluation of specific target audience reach, the Clear Channel collaboration is a big step forward for our media attribution solution. In this way we offer brands even more insights to help them make the right decision and thus generate more impact with their media campaigns”, Bart Muskala, Founder & CEO Accurat.
