"Mobility Map" as a revolution in outdoor advertising?

The "Mobility Map" tool is designed to make poster site selection for branches more efficient and effective.Clear Channel Switzerland launches "Mobility Map," an innovation for more precise planning of outdoor advertising campaigns at its billboard sites. The tool is based on a joint project by the Institute for Transport Planning and Systems at ETH Zurich and from the Solution Provider Axon Active developed traffic model. This allows detailed statements to be made about the volume of traffic per street section as well as about the purpose of the journey, the means of transport used and the socio-demographics of the respective target group. In this way, it is possible, for example, to plan at which Clear Channel billboard sites the most well-off women aged between 30 and 45 will pass who are on their way to store in fashion stores in the city.Traffic behavior of the Swiss population is simulatedMobility Map simulates the traffic behavior of the Swiss population on an average working day using virtually generated movement patterns. This approach was supported by a grant from the Federal Office for Professional Education and Technology.In total, the so-called "MATSIM model" captures detailed mobility information for 1.3 million road segments. Data sources include the population census, the Micro Census, traffic counts, public transport data, socio-demographic characteristics in Switzerland and the Tele Atlas (TomTom).No competition with the SPR+Clear Channel makes the results of this project exclusively available for planning out-of-home campaigns. This enables more precise planning and more efficient use of advertising budgets. This is because the Mobility Map shows exactly those poster sites that are passed by the relevant target group on the way to any point of interest.Clear Channel emphasizes that the "Mobility Map" is not a competitor to the established "Mobility Map". Poster Research SPR+ as the approach and currency are different. The offer is aimed in particular at customers with a branch business, such as car dealers, fast food chains, retailers, DIY stores, pharmacies and drugstores, as well as fashion chains.Switzerland as a pioneering countrySwitzerland is the first country in the world to test this approach. This is due in particular to the fact that very detailed data on the mobility behavior of the population is available in Switzerland. If the method is successful in Switzerland, it will also be used in other countries."A groundbreaking tool"Jürg Rötheli, CEO Clear Channel Switzerland, explains: "Out-of-home advertising appeals to mobile people. That's why it's particularly important for the planning of outdoor advertising campaigns to know the mobility behavior of the population in detail. Mobility Map assigns an individual value to each poster site differently for each campaign target and for each customer. We are proud to be able to support our customers even more specifically in planning their campaigns in the future and to use their advertising dollars even more efficiently. "Oliver Schönfeld, Marketing Director Clear Channel Switzerland, explains: "For advertisers with chain stores such as car dealerships, retailers, restaurant chains, or DIY stores, Mobility Map is a groundbreaking tool for more precise campaign planning in the catchment area of the point of interest. Mobility Map perfectly complements the proximity search previously used for poster campaigns."Tool ready for use from SeptemberThe tool will be used operationally for campaign planning from September 2014. In the coming weeks, roadshows will be held at customers and agencies to explain and demonstrate Mobility Map in more detail.