Industry research
At Clear Channel Outdoor (CCO), understanding industry trends and consumer behavior is a mainstay of how we help advertisers get more from their out-of-home (OOH) advertising. Analyzing research from a wide range of industry experts and data sources, we help our customers understand why OOH is more relevant than ever.
The Outdoor Advertising Association of America
The Out of Home Advertising Association of America (OAAA) is the national trade association for the U.S. OOH advertising industry. Comprised of more than 800 members including media companies, advertisers, agencies, ad-tech providers, and suppliers, the OAAA is a voice, a thought leader, and an advocate for OOH advertising in the U.S.Specifically, the OAAA regularly conducts marketing research studies that we at CCO use to inform our customers about how consumers engage with OOH advertising and the best ways to use the medium to drive business results. From how OOH influences purchasing decisions to insights on holiday shopping and travel to how OOH drives consumer behavior and action, research published by the OAAA provides fundamentally important insights into the value and impact of OOH.
OOH drives digital & in-person behavior
Dollar for dollar, OOH drives online and social action more than any other media channel
78% of adults took action with their mobile device after seeing an OOH ad within the past 60 days
OOH ads have an impact on 42% of adults’ in-person purchase decisions
OAAA/comScore, 2022; OAAA, Morning Consult
Consumers are in control and want meaningful advertising
Consumers want advertising to be relevant and unintrusive to their experience. With 78% annoyed with ads that interrupt their viewing, listening, and reading experiences, OOH offers an unskippable advertising format that engages and informs audiences throughout their daily journeys. In fact, a whopping 85% of viewers find OOH useful, while 61% view OOH ads favorably—higher than any media competitor.
Source: OAAA, The Harris Poll, 2022; OAAA, Morning Consult, 2023
Our research tools help drive your campaign forward
At CCO, we provide our clients with a variety of research insights to assist with efficient audience targeting and planning for OOH. Maximize return on investment by understanding consumer demographic profiles, travel patterns, purchasing behaviors, media comparisons and more. Discover our research tools below.
Audience targeting research tools
Our audience targeting tools provide advertisers with insights into audience behaviors that inform efficient audience planning for optimal OOH campaigns.
U.S. Census Data
We use U.S. census estimates to reflect ethnic and growth trends from the census data collected every 10 years, as well as the estimates they provide on an annual basis. The census measures all basic demographic categories such as age, income, race, marital status, employment, and housing units, as well as travel time and method to work. This enables us to provide valuable insights to our clients on the demographics and geographic areas they can target with OOH.
Nielsen Scarborough
At Clear Channel, we use Nielsen Scarborough research on a national and local level as a tool to help customers understand consumer behavior, media preferences, ethnicity targeting, and more. Nielsen Scarborough's consumer travel insights are especially essential to planning for billboard advertising as information covering roads traveled, miles traveled, and time spent traveling can help advertisers tailor their campaign and capture the greatest share of a desired target audience.
MRI-Simmons
MRI-Simmons’ vast database of demographic, psychographic, consumer behavior and media usage data makes it a powerful resource for penetrating insight into the actions and motivations of American consumers. As the leading U.S. supplier of multimedia audience research, MRI-Simmons syndicated data is widely used by media companies, advertisers and 450+ agencies to help shape their media and marketing plans.
Research trends
To keep up with audience mobility trends and other consumer insights in the OOH industry, we use a variety of research partners to inform our campaign planning and deployment.
eMarketer
For nearly 25 years, eMarketer has been trusted by CMOs and other brand marketers as the most comprehensive source of information for operating in a digital world. eMarketer offers vetted and aggregated analysis of data from thousands of expert sources distilled into charts, forecasts, and robust reports that provide unparalleled insight into changing consumer behaviors.
Department of U.S. Transportation
Traffic volume trends is a monthly report based on hourly traffic count data reported to the DOT by states. This data is collected at approximately 5,000 continuous traffic count locations nationwide, and it’s used to estimate the percentage change in traffic for the current month compared with the same month in the previous year.
Media analysis tools
Media analysis is a key component to planning successful outdoor campaigns. With insights from our partners, we are able to provide advertisers with an overview of the entire media landscape to drive campaign results.
Vivvix
Vivvix is the leading provider of competitive media spending and occurrence data to advertisers, agencies and media properties. The company's tracking technologies collect ad spend across 20 media (TV, radio, newspapers, mobile, internet, OOH, etc.) in the U.S., for over 3MM brands, providing vital market intelligence to over 16K customers around the world. For Clear Channel and our clients, this resource offers powerful insights on brand and category advertising expenditures in the top 100 DMAs.
SQAD
SQAD MediaCosts offers transparency into the true market value of a media plan. Cost data is provided anonymously by real buyers from big and small agencies around the U.S. and Canada. With SQAD, our clients can build smarter and more efficient media plans.
Media Comparisons
To demonstrate how OOH can boost the efficiency of a media mix, we use cross-media modeling software to evaluate outdoor budgets and schedules in combination with or comparison to TV, radio and print. Utilizing the latest cost data, media comparisons are available in most local markets and can be tailored to a client's advertising plan to help understand the value of OOH in conjunction with other media.
Discover CCO RADAR Data Solutions
CCO RADAR,
our proprietary data solution, helps you reach the right audiences, achieve your goals, and measure the impact of your campaigns, unlocking the power of OOH. By leveraging aggregated and/or anonymous mobile location data in a privacy-compliant manner, our RADAR solutions help advertisers understand where people go and what they do in the real world, and the role that OOH advertising plays in influencing their attitudes and behaviors. Learn how you can leverage CCO RADAR in your next OOH campaign.
Additional insights and resources
