Clear Channel Airports, the Americas-based airports business of Clear Channel Outdoor Holdings, Inc. (NYSE: CCO), and leading airport advertising provider in the U.S., this week announced a first-in-the-nation rollout of a new audience impressions methodology that provides advertisers with a more precise analysis of a consumer’s advertising journey as they traverse an airport.
The impressions methodology, pioneered by Geopath is being integrated by Clear Channel Airports into the nation’s busiest and most sought-after airports now and into 2021.
This integration represents a hard pivot away from a decades-old methodology that estimated how many times passengers see an ad in an airport. The new methodology marks a shift from measuring campaigns solely by passenger count and toward a greater understanding of audience behavior and a consumer’s likelihood of consuming ad media in an airport.
Moreover, Clear Channel Airports’s investment in this data integration through Geopath revealed that previous estimated impressions delivery for airport advertising underrepresented the true audiences reached and suggests the space was undervalued. In comparing the historic passenger counts in six of the nation’s top airports against the new Geopath audience measurements, the data show airport campaigns are delivering impressions at a much higher rate, and in some cases, up to 8x what was previously reported.
Morten Gotterup, president, Clear Channel Airports told us “We believe in the airport media space and our investments in data and innovation are raising the bar on measurement to ensure greater transparency and results for our brand partners. As travel continues to ramp, our advertisers will benefit from these insights by realizing the true reach and effectiveness of their campaigns.”
This new independent, third-party validated methodology results in a more qualified level of impressions in each airport and provides brands with a better understanding of campaign reach and frequency. It factors in the placement of each unique media display along with a traveler’s time spent and movements throughout the airport to render overall impressions.
Kym Frank, President, Geopath said “Buyers and sellers of OOH advertising in airports can better justify spending in the channel when there is a unified, apples-to-apples currency across all forms of OOH, DOOH and VOOH. We worked with a committee of buyers and sellers to develop a methodology that provides accurate measurement for each unique screen across a multitude of venues that is on par with the data we provide our roadside and transit members”.
The data will become available to Clear Channel Airports’s advertisers through the company’s Clear Channel Outdoor RADAR suite of campaign planning, amplification and measurement solutions.