Clear Channel places its line-of-sight (and a substantial amount of its marketing budget) firmly on its Research & Insights programme.  

This ongoing research commitment has given us key learnings to use our medium to maximize cost efficiency (calculating pre-campaign spending and returns) and cost effectiveness (measuring post-campaign impact and results).

Out-of-home (OOH) needs to provide accurate campaign and consumer metrics. Working closely with media agencies and various research companies with quantitative and qualitative specialisations, we extend beyond industry-standard methodologies and processes; we also study specific categories and target audiences to generate truly insightful data.

Whilst we recognize the importance of reach and frequency data, we complement that by tracking consumer behavior through qualitative studies on the lives and attitudes of key target audiences; e.g. consumers’ photo diaries and focus groups

We create a “win-win” situation by making our medium more accountable and allow our advertisers and agencies to gain better justification for their Clear Channel media investment.

Our Research & Insights also contribute to the rationale behind Audience Solutions. Audience Solutions is an insight-driven, audience-based approach that groups the 3800 6-sheet poster sites in our inventory into “networks”, based on site locations and proximities to desired consumer environments.