This presentation was delivered at the 2017 Place Conference in New York City. For more from the event, visit: http://bit.ly/2x9BWDt

1. CLEAR CHANNEL
OUTDOOR: LOCATION
DATA AND TRADITIONAL
MEDIA

2. MOBILE DATA DELIVER MOVEMENT INSIGHTS
2
As people move
throughout their day,
their phones can tell us
where they go and the
billboards they pass

3. BILLBOARD EXPOSURE METHODOLOGY
3
VIEWING DISTANCE
(set by Geopath)
1
2
3
DIRECTION OF
TRAVEL
ROADWAY

4. ATTRIBUTION
MOBILE
AMPLIFICATION
AUDIENCE
PLANNING
SUITE OF TOOLS USING DIGITAL MOBILE DATA TO ENHANCE OOH
4

5. DIGITAL AUDIENCE PROFILING
5
1
Viewers identified
using mobile
location data

6. DIGITAL AUDIENCE PROFILING
6
2
Mobile data
shows us most
visited places and
routes taken
+700 POIs measured

7. DIGITAL AUDIENCE PROFILING
7
3
Unique audience
profile created for
each location
AGE DINING RETAIL AUTO TRAVEL

8. ALL UNITS REACHING MOVIE THEATER GOERS IN LA
8

9. TOP INDEXING UNITS REACHING MOVIE THEATER GOERS IN LA
9

10. Consumer is
identified as
exposed to
OOH based on
their location
using
anonymous
mobile data
IDENTIFY
SALE!
VISIT STUDIES: MEASURING OOH IMPACT
10
Exposed
consumer
visits a
physical
location
Exposed users’
visits to location
compared
against those
not exposed to
the OOH
campaign
Valuable metrics
are provided on
exposed vs.
unexposed to
prove campaign
influence on
location visits
VISIT RESULTSANALYZE

11. ORIGINAL SOURCES OF RADAR LOCATION DATA
11
1 2 3
INCENTIVIZED PANELBID STREAMCELLULAR

12. DIFFERENT DATA SOURCES HAVE DIFFERENT MERITS
12
PRECISION
PERSISTENCE
Incentivized panel
Cellular
POPULATION = size of circle
Bid Stream

13. PERSISTENT, PRECISE DATA ESSENTIAL FOR OOH ATTRIBUTION
13
PERSISTENCE
PRECISION
?

14. A CLEAR WINNER FOR OOH ATTRIBUTION
14
PRECISION
PERSISTENCE
Incentivized panel
Cellular
Bid Stream
POPULATION = size of circle

15. A NEW SOURCE OF PERSISTENT LOCATION DATA
15
SDK PERSISTENT APP TRACKING
MOBILE APPS COLLECTION DATA AGGREGATION
Aggregated persistent
location data from partner
apps through an SDK
1 2 3

16. SDK DATA MEET ALL THREE REQUIREMENTS
16
PRECISION
PERSISTENCE
SDK Data
Cellular
POPULATION = size of circle
Bid Stream

17. 24 HOUR FITNESS INCREASES CLUB VISITS
17
Campaign Details:
Increase new club memberships amongst
W25-54 and drive additional visits to fitness
club locations across key markets
Activated Newsracks, Digital Bulletins, Transit
Shelters, Posters
Source: CCO RADAR Attribution Study, June 2017
~87K incremental visits to clubs during
campaign period
0.8%
Unexposed to OOH
Exposed to OOH
3.01%% VISIT RATE
+264% LIFT
32k Visits 119k Visits

18. HIGHEST CONVERSION & VISITATION LIFT OCCURRED ON MAY 12TH
18
Mother’s
Day
weekend
Cyclical
declines on
weekends

19. 54% HIGHER VISITATION RATE AMONG THOSE EXPOSED 5+ TIMES,
VERSUS ONLY 1-4 TIMES
19
Frequency of exposure
visitrate

20. MORE COMMON FOR GYMS TO BE VERY CLOSE TO WORK VS HOME
20
10%
12%
14%
16%
18%
20%
22%
24%
26%
28%
30%
0-1 miles 1-2 miles 2-5 miles 5-10 miles 10+
Distance from Billboard Distance from Work Distance from Home

21. HOW TO
MOST
EFFICIENTLY
TARGET THEM
AUDIENCES
EXPOSED TO
BILLBOARDS
MOBILE DATA UNLOCK THE POWER OF OUT OF HOME
21
IMPACT OF
LOCATION-
TARGETED
ADVERTISING

22. Contact Info:
Andy Stevens
SVP – Research & Insights
andystevens@clearchannel.com