Measuring the Impact of Out of Home Advertising with Social Media
There’s no doubt that traditional forms of advertising – such as billboards, print ads, and TV spots – have the ability to generate substantial word-of-mouth buzz. That said, the ability to quantify reach has been categorically difficult for marketers. Clear Channel Outdoor, one of the largest out-of-home (OOH) advertisers, often faces this challenge (as well as accurately reporting ROI for their clients). Luckily, they understand that social media and traditional forms of advertising are not mutually exclusive.
In this case study, learn how Clear Channel utilized social data to plan and execute the most viral billboard campaign of 2016.
“There’s no way we would’ve gotten the type of coverage
on this if we didn’t engage Sysomos and have a credible third-party analytics firm conduct research and present compelling figures. We knew the billboard was off the charts viral, but what does that mean without the social data to back it?”
Chris Advansun, Head of Digital Technology,
Clear Channel Outdoor