As part of the European roll-out of RADAR, a proprietary campaign planning platform powered by anonymous mobile data, Clear Channel announced the launch of RADARView® in Italy.
RADARView® is a dynamic campaign planning tool that uses aggregated, anonymised mobile location data to help advertisers plan Out of Home campaigns more effectively. The tool does this by showing what audience groups pass by Clear Channel’s panels and mapping them to all of Clear Channel’s advertising estate, allowing advertisers to choose the panels that are best suited to reach their target audience. Advertisers can choose panels based on audience attributes such as demographics, shopping habits or travel patterns.
Using RADARView®, for example, a clothing brand could identify the best Clear Channel panels to reach 18-34-year old women who shop at high-street fashion brands, or a pram manufacturer could find the best panels to reach parents who recently visited a department store.
"When it comes to the adoption of planning systems that meet brands' expectations for flexibility, speed of activation and campaign effectiveness, RADARView® represents a significant development for Clear Channel in Italy. The use of aggregated, anonymised data within this tool will help to improve audience data quality and enhance our campaign planning capabilities, further driving innovation in the OOH advertising market," says Emanuela Cirillo, Product Director at Clear Channel Italy.
In addition to Italy, RADARView® is also available in Spain, UK, Sweden and Belgium with further expansion in the pipeline.