What Is RADARConnect? How Mobile Retargeting Extends Your Billboard Campaign
Mobile retargeting builds on your billboard campaign by delivering follow-up mobile and digital ads to the same audiences. This keeps your message present across the customer journey and helps drive measurable action.
Everyone knows that billboards are highly visible. But what happens after someone sees your ad? Maybe you operate a car dealership and are promoting a new vehicle model. Reminding someone who saw your billboard that your sales promotion is still running can be helpful. Or maybe you’ve got a fast food franchise and are trying to boost your breakfast business. Sending a coupon via a digital ad to someone who’s just seen your billboard ad could help reinforce your message and ensure your restaurant stays top of mind with the viewer.
Today’s out-of-home (OOH) ads can help you reach those who’ve seen your billboard campaign for an even bigger commercial impact. And Clear Channel Outdoor’s (CCO) RADARConnect solution lets you reengage consumers via mobile and digital ads after they see your billboard campaign. Here’s how it works, how it can help you, and, when to use it.
What Is RADARConnect?
RADARConnect is CCO’s mobile media network and it extends OOH messaging and drives engagement throughout the consumer journey. The solution reconnects OOH audiences with complementary mobile and digital ads that deliver engagement well beyond industry benchmarks.
When someone passes by a billboard, RADARConnect uses aggregated and/or anonymous mobile location data to identify that exposure and later serve a mobile or digital ad. For example, if a commuter sees a billboard for a new sneaker release on their drive to work, RADARConnect can deliver a display or video ad for that same brand while they scroll through a news app later that day. It bridges the gap between real-world visibility and digital engagement, helping advertisers sustain their message and drive action; whether that’s a website visit, store visit or purchase.
CCO makes the integration of RADARConnect into your campaign and then handles campaign set up, optimization and reporting, making it easy for advertisers to access the value and impact of all of the RADAR Connect features.
Is RADARConnect Right for You?
RADARConnect is ideal for advertisers who want to prompt action, like buying a product, visiting a store or shopping online after their billboard creates awareness of their business and services. Here are some examples of the kinds of businesses who could benefit from the RADARConnect solution:
- Retailers promoting time-sensitive offers or looking to drive in-store foot traffic
- QSR brands looking to drive visits soon after exposure
- Streaming platforms, apps, or DTC (direct to consumer) brands that want to support a call-to-action after a big creative moment
- Event marketers who want to retarget attendees or travelers after airport or transit exposure
- Brands that use audience retargeting as part of their digital advertising who want to leverage similar tactics in OOH
When Should You Use RADARConnect?
Once your billboard campaign is live, RADARConnect gives you a way to extend and reinforce its impact by keeping your message present and relevant across the customer journey. Whether you're trying to build awareness, or drive a specific action, RADARConnect helps you meet people at the right moment.
Here’s how to use it at each stage of the funnel:
- Awareness: Build recognition after billboard exposure with mobile and digital ads that keep your brand visible.
- Consideration: Use mobile ads to highlight product features, benefits or calls to learn more while the billboard campaign is live.
- Action: Reach consumers near key locations like your store, a competitor’s, or other points of interest, boosting the chance of visits or purchases.
Billboards + Mobile = More Impact!
Billboards are already one of the most powerful ways to grab attention and drive action in the real world. With RADARConnect, you can carry that attention forward, sustaining your message through mobile and digital ads and continuing the conversation beyond the billboard. And because CCO helps you plan both parts of the campaign in one place, it’s easy to bring it all together seamlessly, strategically and at scale. Now that’s powerful!
Contact a CCO sales rep today to find out how RADARConnect can help you get more out of your billboard campaign.
Source: Average RADARConnect campaign click-through rates compared to average campaign click-through rates reported by RADARConnect DSP Partners, 2021
Claudia Chang
Vice President of Product Operations & Strategy
Claudia Chang is vice president of product operations and strategy at Clear Channel Outdoor (CCO), where she leads the go-to-market strategy and execution of data-driven advertising solutions and products. She oversees operations for CCO RADAR, helping brands plan, amplify and measure out-of-home (OOH) campaign impact. With more than a decade in ad tech, Claudia has advanced product innovation in OOH while driving client growth. Prior to joining CCO, she was a solutions engineer at Cuebiq.
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