How Location Data Powers Modern OOH

In 2025, Out-of-Home (OOH) advertising has evolved far beyond printed signage. With real-time location intelligence, brands can now plan and activate high-impact campaigns that reach specific audiences with precision. Clear Channel Outdoor (CCO) is a leader in this transformation, combining advanced data solutions, privacy conscious practices, and seamless digital integration to redefine what’s possible in the physical advertising space.

From Location Data to Location Intelligence

Earlier applications of location data in OOH provided directional insights, where people were and where they went. Today, CCO’s proprietary RADAR suite of data-driven solutions has transformed those signals into actionable intelligence, using aggregated, anonymized mobile movement data to reveal patterns, behaviors, and intent. This allows brands to pinpoint audiences based on where they go in the real world, aligning messages to relevant moments with unparalleled accuracy.

Privacy Conscious Measurement with Secure Data Collaboration

As third-party cookies disappear, marketers are turning to privacy-compliant tools that still deliver precision. Enter Data Clean Rooms, secure environments where CCO’s RADAR capabilities allow advertisers to match their first-party data with CCO’s audience segments. These collaborations take place in a privacy-centric manner, thanks to partnerships with industry leaders like Aqfer, Infosum, Habu and many others. This setup empowers marketers to plan smarter, measure campaign performance accurately, and maintain consumer trust.

OOH in the Omnichannel Mix

OOH is no longer a standalone medium, it’s a strategic pillar of the digital media mix. With programmatic digital OOH(pDOOH), brands can activate, pause, or adjust campaigns based on audience movement, weather, time of day and more. This flexibility allows for dynamic creative and synchronized messaging across channels like mobile, social, and CTV.

CCO RADAR’s mobile retargeting capabilities close the loop, helping extend OOH exposure to digital screens, further boosting campaign impact and attribution.

Results That Drive ROI

CCO’s data-driven approach delivers measurable outcomes. In one campaign, an auto dealer using RADAR solutions saw:

Whether it’s automotive, retail, or CPG, brands are seeing how modern OOH contributes to business results—not just brand awareness.

The Road Ahead

The future of OOH lies in context, personalization and accountability. With tools like RADAR and Data Clean Rooms, Clear Channel Outdoor is helping brands reach the right audience at the right moment—with the right message. As privacy regulations tighten and digital noise grows, the power of location data in the physical world becomes more essential than ever.

^{Source: Cuebiq, 2021}