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AT&T Data Patterns Gives Advertisers New Insights on Out-of-Home Media

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Clear Channel Outdoor Americas will be first to offer advertisers access to improved audience location analysis

A new service from AT&T* will allow outdoor advertisers to better understand audience demographics passing nearby. The anonymous and aggregated group insights will help advertisers to better plan their campaigns and place ads that are more relevant to the audiences that see them.

Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, will be the first to offer the benefit of AT&T Data Patterns – Out of Home Media to its clients.  Advertisers can learn the number of people who pass by an advertisement location and also learn statistics about the anonymous group, such as age and income ranges, genders, ethnicity and household size.

Currently, outdoor ad impressions are most often measured through traffic and pedestrian counts and U.S. Census data. This method is proven, but time-consuming.

“Advertisers have long wanted up-to-date, dynamic data for outdoor media, so they can plan and measure outdoor campaigns like they do with other types of advertising,” said Sarita Rao, vice president of AT&T Data Patterns.

Clear Channel Outdoor Americas also announced its intent to use AT&T Data Patterns in its public service advertising programs for non-profit and government organizations. Reaching the right audiences at the right time can be critical to improving public health and safety.

“This technology brings digital-quality metrics to our physical inventory,” said Scott Wells, CEO of Clear Channel Outdoor Americas. “With this sophisticated analysis, it is now possible for advertisers to plan OOH campaigns with the same kind of precision they’re used to in digital and TV campaigns.” 

AT&T Data Patterns can also measure lift, or the percentage of an audience that passed an outdoor advertisement and later watched TV programming that was promoted on the ad.  In retail, when a store location also uses AT&T Wi-Fi, AT&T Data Patterns can measure the percentage of an OOH audience that converts into store visits.  In each case, the numeric percentage is passed to clients as a statistic, giving them insight into campaign effectiveness. 

AT&T provides valuable insights to businesses without compromising consumer privacy. AT&T Data Patterns does not share individual data – only counts. For instance, a report might tell what percentage of passersby is males aged 20-30. Consumers are always able to opt-out of having their anonymous, aggregated information used at att.com/cmpchoice.

“Data metrics are invaluable when measuring online and TV campaigns,” Rao said. “Businesses – especially local businesses – have always wanted a similar set of tools when placing an out-of-home ad.”

AT&T Data Patterns is available to Clear Channel Outdoor Americas advertisers in most major markets.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

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