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CCO’s CRO Bob McCuin — Consumers are Outdoors in Droves, Can Your Brand Keep Up & Connect with Them?

 BOB MCCUIN, EVP and CRO, Clear Channel Outdoor 

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Publisher’s note:

Here is a recent post by BOB MCCUIN executive vice president and chief revenue officer of Clear Channel Outdoor Americas. McCuin oversees Clear Channel Outdoor’s strategy to drive innovation and growth across its business lines and brings extensive experience leading media sales organizations to greater performance across national and local markets.

They are valuable observations for the Out of Home industry and insights into the thinking of one of the Big 3’s top sales officers. Know your management and know your competition. 

 

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Consumers are Outdoors in Droves, Can Your Brand Keep Up & Connect with Them?

 

POSTED BY BOB MCCUIN
E
xecutive Vice President and Chief Revenue Officer
of Clear Channel Outdoor 

 

 

As America officially reopens coast-to-coast, people are finally starting to once again enjoy the luxuries of travel, congregating outside, venturing to restaurants and bars and shopping. It’s starting to feel like a new normal, and this is great for everyone, including marketers who’ve been on high alert during the pandemic, trying to keep up with quickly-changing, crisis-driven consumer habits, lockdowns and re-openings that made it tough for brands to stay in front of audiences.

Against this backdrop, with travel rebounding to pre-pandemic levels, and considering nearly 50% of the country is vaccinated, now is the time for marketers to harness the right recovery solutions to stay on top of trends in audience movements to connect with consumers as the summer hits, and, as mobility patterns continue shifting.

There’s even more good news. Just as Clear Channel Outdoor’s audience targeting and measurement solutions helped brands stay in front of consumers during the crisis, our Out-of-Home (OOH) displays are uniquely poised at the center of the action as brands reach to consumers who are out and about in a “pent up,” post-pandemic economy.

For brands mounting a recovery or looking to (re)engage with their customers, our mobile data-driven audience solutions are delivering insights about consumer behaviors and migration trends in the digital and physical worlds that are already helping brands better plan for their new campaigns as consumers are liberated from keeping close to home. Here’s how it works.

In one case study we designed to support business recovery in San Francisco, we examined evolving consumer movements and audience behaviors before, during and post pandemic, in the market. We applied our CCO RADAR suite of proprietary data solutions which leverage mobile location data insights to understand changes in consumer travel patterns among thousands of audience segments. This approach allows us to better inform brands how, where and when to reach their desired audiences.

What we found was concentrations of audiences that are remarkably similar to the audiences that advertisers had been using OOH advertising to reach in the downtown Bay Area pre-pandemic. While some audiences had moved to just outside of the city, we found they were (and still are) reachable via targeted, well-planned advertising campaigns that consider these impacted audience behaviors and new travel patterns. In other words, if brands think in terms of audiences, not just location, these same valuable audiences can still be reached effectively using OOH (whether it’s a roadside billboard, street-level or airport display), just now in different neighborhoods and along different journeys.

This sophisticated data analysis reveals quite a bit of insight for marketers looking to reach audiences in urban and suburban areas, through all areas of San Francisco and beyond. Mobile location analytics tools and insights are helping advertisers understand not just how to reach people today, but how to continue to reach them as travel patterns and behaviors evolve over time, whether that results in a return to the prior “normal” or a new, more dynamic normal that reflects peoples’ continually evolving behaviors.

The bottom line is this: for brands that are now scrambling to get in front of a wonderfully mobile public, the right audience targeting and measurement solutions will help you stay in front of the consumers you care most about whether they’re on vacation, in a new home outside a city or out and about enjoying our new normal.

 

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