Clear Channel launches campaign planning tool
With Mobility Map, Clear Channel has launched a system that uses the mobility behavior of the Swiss population for OOH campaign planning.
By knowing from where to where the target persons are moving and with what intention, relevant target groups can be reached much more precisely and wastage can be minimized. Clear Channel writes this in a press release. With "Mobility Map", Clear Channel has launched a ground-breaking innovation for more precise planning of outdoor advertising campaigns on its billboard sites.
The tool is based on a traffic model developed jointly by the Institute for Traffic Planning and Transportation Systems at ETH Zurich and the solution provider Axon Active. This allows detailed statements to be made about the traffic volume per road section as well as the purpose of the journey, the means of transportation used and the socio-demographics of the respective target group. In this way, it is possible to plan, for example, which Clear Channel poster sites are most likely to be passed by high-earning women aged between 30 and 45 on their way to shopping in fashion stores in the city.
Mobility Map simulates the traffic behavior of the Swiss population on an average working day using virtually generated movement patterns. This innovative approach was supported by the Federal Office for Professional Education and Technology with a grant. Clear Channel makes the results of this project exclusively available for the planning of out-of-home campaigns. These can thus be planned more precisely and advertising budgets used more efficiently. This is because Mobility Map shows exactly which poster sites are passed by the relevant target group on the way to any point of interest.
Jürg Rötheli, CEO Clear Channel Switzerland, explains: "Out-of-home advertising appeals to mobile people. This is why it is particularly important to know the mobility behavior of the population when planning out-of-home advertising campaigns. Mobility Map assigns a different value to each individual poster site 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 future and to use their advertising funds 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 ground-breaking tool for more precise campaign planning in the catchment area of the point of interest. Mobility Map perfectly complements the radius search previously used for poster campaigns."
The 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.
