Audience Quality Analysis

A leading over-the-counter (OTC) pain relief brand partnered with Clear Channel Outdoor (CCO) to expand its reach beyond current buyers and connect with new customers in a competitive category. The targeted out-of-home campaign delivered a predominantly net-new audience, with 93% of households reached having made no prior brand purchase in the last year.

Key campaign results:

Campaign Objective: Reaching New Customers in a Competitive OTC Category

The brand's objective was to expand reach beyond its current buyer base and engage new customers for its pain relief product line. In a low-frequency, need-state category where growth depends on reaching new customers rather than reinforcing existing users, connecting with the right audiences before the next purchase occasion was the core measure of success.

Billboard Advertising Solution: A Two-Part Approach to Reaching the Right Audiences

CCO's solution combined two capabilities to reach the highest-value audiences at scale.

First, CCO used RADARView audience insights to identify buyers of competitive OTC pain relief brands and category buyers, then mapped those audiences to the printed and digital bulletin inventory most likely to reach them across six markets. RADARView-driven planning ensured the campaign was built around growth audiences from the start.

Second, placements were positioned near key retail locations across Atlanta, Dallas, Houston, Los Angeles, New York, and San Antonio to build awareness close to the point of purchase.

Billboard Advertising Results: OOH Delivered Audience Quality at Scale

93% of households reached were new to the brand

Audience Quality analysis confirmed the campaign delivered reach that skewed heavily toward net-new audiences. Fifty-four percent were buyers of competing pain relief brands: households with a demonstrated need, currently buying elsewhere, representing a direct conquest opportunity. Thirty-nine percent had not purchased in the category recently: lighter, less frequent buyers for whom the opportunity is awareness and recall, so the brand is top of mind when a purchase occasion arises. Combined, these two groups represent the largest long-term growth opportunity for any brand in this category.

Seven percent of reach went to prior brand buyers. That result is what Audience Quality analysis is designed to surface: not just that a campaign reached people, but whether it reached the right ones.

OOH reached the audiences that drive category growth

Growth in a category this crowded rarely comes from the buyers a brand already has. It comes from winning competitive switchers and building awareness with customers who have not yet established a habit. By concentrating reach on competitive buyers and new-to-category households, the campaign positioned OOH as a channel for incremental growth, not simply a reinforcement of existing brand equity.

Measuring OOH Advertising Effectiveness with RADARProof

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

CCO provided NCS, now part of Circana, with aggregated billboard exposure data, which NCS matched to its purchase database to identify exposed and unexposed households. NCS then analyzed audience composition, classifying reached households by prior brand and category purchase behavior to assess the Quality of the campaign's reach.

This approach gives OTC advertisers, Pharma brands, CPG brands, and retail marketers a precise picture of who their OOH campaign reached, what that audience composition means for growth strategy, and whether that reach aligned with their goals.

Audience Quality analysis is an important KPI in Pharma planning, and it is a capability CCO can deliver through RADARProof.

Study details:

_{^{Source: NCS, now part of Circana, November 2025}}