Clear Channel expands OOH cross-media measurement

The LiveRamp integration makes Clear Channel Outdoor the first OOH media company integrated into Cross-Media Intelligence.

Clear Channel Outdoor is expanding its RADAR data platform to connect out-of-home audience, exposure and delivery data with measurement tools used across other media channels. The expansion includes integrations with LiveRamp's Cross-Media Intelligence and TransUnion's Marketing Mix Modeling and Multi-Touch Attribution solutions.

The integrations are designed to allow OOH exposure data to be evaluated alongside CTV, social, search, digital video and audio within broader media measurement frameworks.

Clear Channel brings OOH into cross-media measurement

Dan Levi, EVP and Chief Marketing Officer, Clear Channel Outdoor: "OOH has always been a powerful medium, but marketers need to be able to see its contribution within the same measurement frameworks they use across the rest of their media plans. By expanding RADAR through integrations with LiveRamp and TransUnion, we're making it easier for brands and agencies to understand how OOH contributes to campaign performance and make more informed decisions about where to invest their next media dollar."

The expansion addresses the way OOH has historically been represented in some measurement models. OOH can be excluded, grouped into broad offline/other categories or represented primarily through media spend, limiting the detail available for assessing its contribution to campaign results.

LiveRamp integration adds OOH exposure data

Through LiveRamp's Cross-Media Intelligence, OOH exposure can be measured and deduplicated against exposures across other media. This gives marketers a unified view of audience responses, interactions and conversions across publishers and channels.

Adam Solomon, VP, Product Management, LiveRamp: "Cross-media measurement is most valuable when it gives marketers a complete picture of performance across their media mix. By integrating Clear Channel Outdoor's data into Cross-Media Intelligence, we're helping marketers understand how OOH contributes alongside other channels and make more informed decisions about where to invest."

The integration enables OOH exposure to be incorporated alongside CTV, social, programmatic, audio and other media. Marketers can therefore assess exposure across the broader media plan without double-counting audiences across channels.

TransUnion integrations support MMM and MTA

RADAR data also feeds TransUnion's Marketing Mix Modeling and Multi-Touch Attribution solutions. Delivery data provides an input for portfolio-level media modeling, while exposure data can be resolved against TransUnion's identity foundation for customer-level attribution.

The approach allows OOH to be included as a touchpoint within the customer journey and gives marketers additional data for evaluating its contribution to media performance and informing future allocation.

OOH data enters broader marketing measurement

Julie Clark, SVP of Media and Entertainment, TransUnion: "Marketers need measurement approaches that can connect media investment to business outcomes across the full customer journey. Bringing Clear Channel Outdoor's RADAR data into our MMM and MTA solutions gives marketers more meaningful inputs to assess OOH's contribution at both the portfolio and customer levels, helping inform future media allocation and optimization."

The integrations extend Clear Channel Outdoor's RADAR platform from OOH-specific audience and delivery measurement into broader cross-media measurement workflows, allowing brands and agencies to assess OOH alongside other channels within established analytics frameworks.

www.clearchanneloutdoor.com

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