Where Storytelling Meets Selling in a Mobile First World

By Andy Stevens , SVP, Research & Insights at Clear Channel Outdoor In a mobile first world, brands need advertising that packs a powerful punch if they are to succeed in cutting through the mass of information competing for their customers’ attention. An effective marketing cocktail that builds strong consumer affinity needs engaging creative that reaches your target consumers wherever they are in the physical or digital worlds, and needs to be measurable so you know if it actually works. I joined the out of home industry (OOH) having previously worked in digital advertising and could immediately see it’s a highly-desirable medium for brands seeking broad visibility. Intuitively that makes good sense; billboards are highly visible, un-skippable and reach potential customers at a crucial time, when they’re on the way to purchase something. Mobile location data is driving much innovation in OOH and is also allowing for more integrated campaigns that incorporate digital and mobile. But thanks to new applications we’ve developed here at Clear Channel Outdoor (CCO) using mobile location data, today’s OOH is now smarter too. For the first time ever, using our digital audience measurement tool, RADAR , we can use anonymous, aggregated mobile location data […]

By | 2017-09-20T14:55:53+00:00 September 20th, 2017|Marketing|0 Comments