Clear Channel Airports to roll out new advertising analysis tool

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Airport advertising provider Clear Channel Airports (CCA) is to roll out a new audience impressions methodology in the USA that it says provides advertisers a more precise analysis of a consumer’s advertising journey as they traverse an airport.

The impressions methodology, created by Geopath, an independent organization that develops the industry-standard and accepted currency for out-of-home (OOH) media in the USA, is being integrated by CCA into the nation’s airports.

The company says this integration pivots 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 says that its investment in data integration through Geopath revealed that previous estimated impressions delivery for airport advertising underrepresented the true audiences reached and suggests that the space was undervalued.

In comparing the historic passenger counts in six of the nation’s top airports against the new Geopath audience measurements, CCA claims the data shows airport campaigns are delivering impressions at a much higher rate, and in some cases, up to 8 times 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 company asserts that the methodology results in a better qualified level of impressions in each airport and provides brands with a greater 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.

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Lawrence has been covering engineering subjects – with a focus on motorsport technology – since 2007 and has edited and contributed to a variety of international titles. Currently, he is responsible for content across UKI Media & Events' portfolio of websites while also writing for the company's print titles.

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