Clear Channel Outdoor, Circana Alliance Delivers CPG Brands Greater Measurability, Insights & Performance for the OOH Ad Spend

Core Insights - Clear Channel Outdoor (CCO) has partnered with Circana to enhance measurement capabilities for Out-of-Home (OOH) advertising, specifically for consumer packaged goods (CPG) advertisers [1][2][3] - This collaboration aims to provide CPG brands with data-driven insights to effectively reach targeted audiences and measure the impact of their OOH campaigns on business outcomes [4][5] Group 1: Partnership and Innovation - The partnership between CCO and Circana allows CPG advertisers to deliver messaging via OOH while measuring key business objectives such as brand awareness and purchase intent [4][5] - CCO's RADAR® platform combined with Circana's Media solutions enables advertisers to gain actionable insights into OOH's impact on product purchases and incremental sales [5][6] Group 2: Campaign Results - A study involving a dish detergent brand showed an 11.3% lift in shopping experiences, with 43% of exposed customers being first-time category buyers and 30% purchasing within one week of exposure [6] - Another study for a light beer brand revealed that 36% of purchases among OOH exposed audiences were from new customers, with overall sales lift from OOH being double the category benchmark for beer campaigns [7] Group 3: Industry Trends - CCO emphasizes the importance of innovative advertising solutions to meet evolving customer needs, aiming to bring more CPG brands into the OOH space through measurable results [8] - The collaboration is part of a broader trend in the media industry towards more addressable and measurable advertising, enhancing value for advertisers [9]