Mobile data revolutionises out-of-home measurement

Courtney Cowgill

Measuring the impact of out-of-home advertising used to look something like this: People sat near billboards counting cars and writing down license plates – and then ran to the Department of Motor Vehicles (DMV) to get registration information before finding the relevant Census data.

But, in 2016, marketers have mobile data on their side. And that shift is nothing short of revolutionary, according to Andy Stevens, SVP/Research & Insights for Clear Channel Outdoor Americas, who discussed this transformation at the Advertising Research Foundation's 2016 ARF West Conference in Menlo Park, California.

For Clear Channel, which boasts out-of-home advertising roots tracing back to the turn of the 20th century, mobile data means not only being able to measure how many people see its billboards, but how that exposure then influences behaviour.