New integrations connect out-of-home audience and exposure data with the measurement platforms marketers already use to evaluate media performance

Clear Channel Outdoor (NYSE: CCO) has announced an expansion of its Clear Channel Outdoor RADAR® data platform, enabling out-of-home (OOH) audience, exposure and delivery data to connect with the omnichannel measurement systems used by marketers today.

The expansion includes an industry-first integration with LiveRamp’s Cross-Media Intelligence, making Clear Channel Outdoor the first OOH media company to join the solution. The company has also announced integrations with TransUnion’s Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) solutions.

Together, these integrations allow OOH exposure data to be incorporated into measurement frameworks alongside channels such as connected TV, social media, search, digital video and audio. This gives marketers a broader view of how OOH contributes to campaign performance and helps inform future media investment decisions.

“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,” said Dan Levi, EVP and Chief Marketing Officer at Clear Channel Outdoor. “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.”

Bringing OOH Into the Broader Media Measurement Mix

As marketing investments become increasingly driven by performance data, brands need a clear understanding of how individual channels contribute to campaign results. Historically, OOH has not always been represented in measurement models with the same depth of audience and exposure information available for digital channels.

In some measurement frameworks, OOH may be excluded, grouped into broad “offline” or “other” categories, or represented mainly as a spending line. This can make it more difficult for marketers to determine the channel’s actual contribution to overall campaign performance.

Through LiveRamp Cross-Media Intelligence, OOH exposure can be measured alongside other media exposures and deduplicated across channels. This allows marketers to develop a unified view of audience responses, interactions and conversions across publishers and media platforms.

RADAR data also connects with TransUnion’s MMM and MTA solutions. Exposure data can be matched against TransUnion’s identity framework for MTA, while detailed OOH delivery information can be incorporated into MMM. Together, these capabilities are designed to give agencies and brands greater visibility into OOH performance alongside other media channels and customer touchpoints.

Expanding Cross-Media Measurement With LiveRamp

The LiveRamp integration enables OOH exposure to be incorporated into Cross-Media Intelligence alongside CTV, social, programmatic, audio and other channels.

Marketers can evaluate exposure across their broader media plans while reducing the potential for duplicate counting between channels. This creates a more unified approach to campaign measurement instead of requiring OOH performance to be analyzed separately.

As the first OOH media company integrated into LiveRamp’s Cross-Media Intelligence solution, Clear Channel Outdoor says the partnership represents another step toward incorporating OOH more comprehensively into cross-media measurement.

“Cross-media measurement is most valuable when it gives marketers a complete picture of performance across their media mix,” said Adam Solomon, VP, Product Management at LiveRamp. “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.”

Supporting MMM and MTA With RADAR Data

Clear Channel Outdoor’s RADAR data will also feed into TransUnion’s Marketing Mix Modeling and Multi-Touch Attribution solutions, allowing OOH delivery and exposure information to be used at both the overall media portfolio level and the individual customer level.

Detailed OOH delivery data can provide additional input for assessing the channel’s contribution to campaign results and planning future media allocations. At the same time, RADAR exposure data can be resolved against TransUnion’s identity infrastructure, allowing OOH to be incorporated as another touchpoint within the customer journey.

“Marketers need measurement approaches that can connect media investment to business outcomes across the full customer journey,” said Julie Clark, SVP of Media and Entertainment at TransUnion. “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.”