Online Engagement

A leading online automotive marketplace partnered with Clear Channel Outdoor (CCO) to drive vehicle inquiries among in-market car buyers. The targeted out-of-home campaign delivered a measurable lift in website activity, with a significant share of shopper conversions happening within a day of seeing the OOH advertising.

Key campaign results:

Campaign objective: Driving vehicle inquiries from in-market car buyers

The marketplace's objective was to reach consumers actively shopping for a vehicle and drive them to take action on its platform. In the competitive automotive category, connecting with in-market shoppers at the right moment and converting their browsing intent into inquiry behavior was the core measure of success.

Billboard advertising solution: Using RADARView to reach in-market auto shoppers

CCO used RADARView audience insights to identify consumers most likely to be in-market for a vehicle purchase and map that audience to printed bulletin inventory across Chicago, Minneapolis, Phoenix, and San Francisco. This ensured billboard placements reached high-intent auto shoppers throughout the 10-week flight.

Printed bulletins provided broad reach and sustained visibility throughout the campaign, keeping the brand present as shoppers moved through their daily routines and continued their vehicle research online.

Billboard advertising results: OOH drove measurable online action

15% lift in vehicle inquiries: From exposure to engagement

Among audiences exposed to the OOH campaign, vehicle inquiry rates increased 15% compared to control audiences. The campaign drove lift across every measured digital metric: website installs (+14%), sessions (+15%), and lead submissions (+15%).

For an automotive marketplace competing for attention across search, display, and streaming, this confirms that out-of-home advertising drives meaningful online response among the shoppers who matter most.

35% of conversions happened within one day of last exposure

More than one-third of exposed shoppers who completed an inquiry did so within one day of last seeing the campaign. This near-term response rate demonstrates that OOH does not just build passive awareness. It prompts fast action from consumers who are already in the market.

For automotive advertisers, this speed-to-conversion signal matters. Shoppers researching vehicles are actively comparing options. Staying visible during that consideration window shortens the gap between exposure and inquiry.

Frequency drives stronger results

Higher exposure to the campaign produced higher conversion rates across every measured metric. Audiences who saw the campaign 10 or more times converted at meaningfully higher rates than those with fewer exposures, on installs, sessions, and lead submissions alike.

This frequency-to-performance relationship gives media planners a clear optimization signal. For brands buying printed OOH against a defined audience, sustained presence in-market is not just a reach strategy. It directly improves the likelihood of driving online action.

Impact sustained across the full 10-week flight

Conversion activity remained consistent throughout the campaign, with spikes at the start of each month of the flight. There was no meaningful decay in performance over time, which confirms that OOH-driven engagement is durable rather than front-loaded.

For automotive marketers planning campaigns around model launches, seasonal promotions, or ongoing lead generation, this consistency supports the case for sustained OOH presence rather than short-burst placements.

Measuring OOH advertising effectiveness with RADARProof

CCO measured the campaign's effectiveness using RADARProof, our proprietary solution for quantifying out-of-home advertising impact.

Using anonymized mobile location data, we identified consumers exposed to the billboard campaign across all four markets. In partnership with Kochava, we then observed online and app activity among exposed audiences compared to a matched control group, measuring lift across website installs, sessions, and lead submissions. Conversions were captured deterministically through a pixel integration, not modeled or projected.

This approach provides automotive marketers, digital-native platforms, and performance-oriented advertisers with the evidence they need to quantify how out-of-home advertising contributes to online conversion goals.

Study details:

_{^{Source: Kochava, November 2025. Lift confidence level: 80% or higher. Some RADAR solutions may not be available in all CCO markets.}}