NEW YORK, Oct. 23, 2020 /PRNewswire/ -- Clear Channel
Airports (CCA), the Americas-based airports business of Clear
Channel Outdoor Holdings, Inc. (NYSE: CCO), and leading airport
advertising provider in the U.S., today announced a
first-in-the-nation rollout of a new audience impressions
methodology that provides advertisers a more precise analysis of a
consumer's advertising journey as they traverse an airport. The
impressions methodology, pioneered by Geopath, an independent
organization that develops the industry-standard and accepted
currency for Out-of-Home (OOH) media in the U.S., is being
integrated by CCA 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, CCA'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.
"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," said
Morten Gotterup, president, CCA. "As
travel continues to ramp, our advertisers will benefit from these
insights by realizing the true reach and effectiveness of their
campaigns."
Moreover, the 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. The data will become
available to CCA's advertisers through the company's CCO RADAR
suite of campaign planning, amplification and measurement
solutions.
"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,"
says Kym Frank, President, Geopath.
"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."
"Clear Channel Airports, by rolling out the Geopath methodology
across its nationwide network of airports, is raising the bar for
audience measurement by responding to the desire for greater
transparency and a single accepted currency for airport media,"
said Michael Lieberman, CEO of
Kinetic US. "The opportunity to evaluate airport media impressions,
in a manner aligned with traditional OOH, helps us understand the
real reach and value of our campaigns."
About Clear Channel Airports
Dedicated to
airport advertising for close to 45 years, Clear Channel Airports
is the leading airport advertising and sponsorship specialist and
innovator. The Company, a brand division of Clear Channel Outdoor
Americas (NYSE:CCO), one of the world's largest outdoor advertising
companies, currently operates more than 260 airport programs across
the globe and has a presence in 28 of the top 50 U.S. markets with
major airports. More information can be found on Clear Channel
Airports and Clear Channel Outdoor by visiting
www.clearchannelairports.com and www.clearchanneloutdoor.com.
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SOURCE Clear Channel Airports