Following an earlier announcement of the European roll-out of RADAR, a proprietary campaign planning platform powered by anonymous mobile data, Clear Channel today announced the launch of RADARView® in the UK.
RADARView® is a dynamic campaign planning tool that uses aggregated, anonymised mobile location data to help advertisers plan Out of Home campaigns more effectively. The tool does this by showing what audience groups pass by Clear Channel’s panels and mapping them to all of Clear Channel’s advertising estate, allowing advertisers to choose the panels that are best suited to reach their target audience. Advertisers can choose panels based on audience attributes such as demographics, shopping habits or travel patterns.
Using RADARView®, for example, a clothing brand could identify the best Clear Channel panels to reach 18-34-year old women who shop at high-street fashion brands, or a pram manufacturer could find the best panels to reach parents who recently visited a department store.
Richard Bon, Joint Managing Director at Clear Channel said: “RADAR data have already proved invaluable in terms of providing advertisers with actionable intelligence on changing audience behaviours and movement through our Return Audience Hub. RADARView® will further augment Out of Home’s broadcast reach with powerful audience insights and analytics to offer advertisers even more effective solutions.”
The GDPR compliant mobile location data that fuels RADARView® are updated on a weekly basis and provided by Adsquare, an established leader in location technology. Adsquare aggregates and anonymises the data from consenting mobile devices prior to sharing it with Clear Channel.
Tom Laband, CEO & Co-Founder at Adsquare commented: "Over the next few years, Out of Home will take its place at the heart of integrated, automated and measurable campaigns. We are proud of our joint partnership with Clear Channel, transforming the Out of Home industry with data-driven solutions. Clear Channel's RADAR is a smart platform powered by accurate and consented data that help the world's best-known and most innovative brands to better plan and deliver their campaigns."
Find out more about RADAR here.