Clear Channel & pass_by Using Geospatial Data To Improve OOH Measurement

The Opportunity: Consumers are exposed to an abundance of media across all touchpoints in life, making it increasingly critical to measure whether media campaigns positively impact consumers’ perception of the brands and products marketed to them.

In the past, this was challenging in the offline world of Out-of-Home (OOH) where measurability was unheard of until Clear Channel Outdoor (CCO) introduced its CCO RADAR suite of mobile location data solutions in 2016. As the world begins to return to some semblance of normality, measuring impactful moments is more crucial than ever for brands connecting with on-the-go consumers.

Our partnership with Clear Channel Outdoor, and the integration with their CCO RADAR suite of solutions, leverages Geospatial data to better understand the people exposed to their real-world ads and, more importantly, discern post-exposure actions.

About Clear Channel Outdoor: Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is one of the world’s largest outdoor advertising companies with a diverse portfolio spanning 31 countries. Their growing digital platform includes numerous digital displays worldwide, reaching millions monthly.

The Challenge: CCO applies their solutions to help clients plan OOH campaigns, aiming to understand and influence audiences and outcomes.

Our partnership aids this mission. As a leading OOH company, CCO and Pass_by utilize geospatial data to discern when and which consumers are likely to see a billboard.

With an increasing number of campaigns, our collaborative partnership refines and expands the potential of outdoor advertising measurement. This collaboration enables CCO to convey to their customers the impact of their ads on performance and measure brand sentiment and media effectiveness through shared audiences with CCO’s media attribution partners.

The Data: We collaborated with CCO to define meaningful exposure in OOH advertising, leading to a modern measurement approach quantifying exposed audiences.

In this methodology, Pass_by’s mobile Geospatial data is attributed to OOH viewsheds to determine how and when a consumer physically passes a billboard. The process gauges the device’s direction, estimating the likelihood of the device viewing the ad. This data is then shared with CCO’s attribution partners to assess OOH advertising’s impact on brand perception.

“This partnership has produced incredible results, pushing the boundaries of physical media’s potential. Collaborating with Clear Channel demonstrates how Geospatial can help businesses address complex challenges and position themselves at their industry’s forefront.”

Sam Amrani, Founder & Executive Chairman, Pass_by

“Our team aims to help clients reach the right audience and achieve measurable outcomes through our Out-of-Home media and retargeting solutions. We’re excited to partner with Pass_by, integrating this valuable capability into our solutions.”

Dan Levi, CMO, Clear Channel Outdoor Americas

Going Forward: This partnership exemplifies how collaboration between media owners and data companies can redefine OOH exposure measurement and understanding. We’re building a long-term partnership as Clear Channel Outdoor thrives in the post-Covid landscape and as Pass_by continues to redefine real-world measurement.