2023年7月11日

不被排除在外,户外媒体公司(哦)也正在进入洁净室的趋势。周二,Clear Channel户外宣布与InfoSum洁净室集成,毒蛇,LiveRamp Aqfer,所以广告商可以链接第一手的数据规划、定位和测量。仅仅因为哦是一个一对多的媒介”并不意味着它不是数据驱动或optimizable,”杰里米•弗林说,高级的数据产品和战略清晰的通道。“我们希望利用相同的技术,品牌和广告客户使用运动规划和归因在其他频道,”弗林说。清理通道哦像许多其他哦媒体公司,Clear Channel使用数据定位和归属,可以被认为是敏感的,比如移动从选择参加设备id和位置数据。品牌和广告客户也想要使用更多的第一手数据链接广告曝光他们的观众,但他们需要隐私保证。例如,广告商已经使用InfoSum可以从身份匹配他们的客户数据与数据提供者,包括TransUnion和Experian,创建部分基于行为和利益。买家可以清晰频道上运行广告库存地点这些类型的观众经常路过,全球产品营销副总裁德文DeBlasio表示InfoSum。清洁通道促进私人市场交易通过30多个需求方平台,包括桌子和谷歌DV360贸易。清晰频道的洁净室的集成是为了帮助计划和测量在数字哦屏幕和传统的广告牌。 Although advertisers can’t change physical billboards on the fly, they can plan future placements based on sales. Due to competition concerns, however, the level of interoperability between Clear Channel’s new tech partners has limits. InfoSum and LiveRamp are direct rivals, so InfoSum clients don’t currently have access to LiveRamp, DeBlasio said. Similarly, agencies integrated with InfoSum, such as GroupM and Omnicom, can block competing agencies from accessing their first-party data within the platform. Still, DeBlasio said partnering with several clean room providers is an important step for an OOH company because it opens the doors for measuring campaign performance against specific audiences, including tracking incremental reach and sales. Eyes on outcomes OOH may be an upper-funnel channel, but it still helps drive lower-funnel conversions such as purchases and app downloads. If brands can connect data about their audiences to OOH ad exposures, Flynn said, they can measure the impact of those campaigns on conversions. It’s a lot like TV in that sense. For example, a QSR brand that links purchase data to Clear Channel’s location data could track store visits and repeat orders to determine a campaign’s role in driving net-new customers or an increase in sales from already-existing ones. “With data clean room integrations, we will now be able to match [outcomes] directly back to a brand’s first-party data,” Flynn said. The ability to both drive and measure campaign outcomes makes OOH a performance channel that belongs in the same media mix as digital channels like display and online video, he added. If OOH can get closer to the targeting and measurement granularity that advertisers expect on other channels, Flynn said, “buyers will increasingly [consider] adding it to their media mixes.” Related Stories