Last October, in collaboration with Outsight and PHD Media, TBWA created a campaign for Telenet aimed at the over-30s, for which, on the (D)OOH side, Clear Channel and Accurat enhanced their tried-and-tested data solution to refine audience measurement.

Telenet's One subscription means a €10 discount every month until the subscriber turns 30. An already powerful concept in itself, which Clear Channel has increased tenfold in the (D)OOH component of the multimedia campaign with Accurat, a company active in the big data fields of geolocation, media, retail and consumer behaviour.

"Accurat has been our preferred data partner since 2020," explains Clear Channel's Head Of Research & Insights, Valérie De Coster. "It helps us to develop packages and commercial offers based on very precise audiences, in order to avoid any wastage, thanks to outstanding targeting and selectivity, and secondly, to demonstrate the effectiveness of the medium by filtering the other channels to determine the POI and POS visits linked solely to the impact of the display."

For more than 10 years, data has been an integral part of Clear Channel's DNA, which exploits it in a cutting-edge way, with the valuable help of reliable partners to increase the potential of OOH and DOOH, and provide advertisers with the right message, at the right time and in the right place, for ever greater proven effectiveness, as measured by tools that are also at the cutting edge in this area.

The partnership concluded with Accurat three years ago, will take the poster operator into another dimension.

"Clear Channel dared to invest in a start-up, which has become a reliable and recognised player in the sector," continues Valérie De Coster. "And more specifically a Belgian player, which invests in the quality of local data, with a very particular and unique focus on the accuracy of this data in the OOH sector, as well as in a more qualitative methodology than other players in the market. Our collaboration is a real win-win, with each of us contributing our own know-how, in order to develop enriched solutions. "

The first, and not least, will be the OOH Efficiency Impact Model, which, thanks to a detailed dashboard, allows advertisers to view all the parameters of their campaign, such as the number of people who have a real opportunity to see it taking into account audience profiles derived from real-time behaviour, or statistics on the geographical origin of audiences, uplift during and after the campaign, the number of incremental visits, "Return On Ad Spend", etc.

"These statistics can be compared to various benchmarks, such as, previous campaigns, category averages, formats, etc.", adds Accurat CEO Bart Muskala.

Such cutting-edge measurements made possible thanks to the collection of aggregated and anonymised mobile data from a representative panel, which makes it possible to measure the correlation between (D)OOH campaigns and drive-to-store.

"In Telenet's campaign, this enabled us to really measure the impact of the campaign on the under-30s, but also parents of teenagers and students, for whom the One price plan is also aimed," Bart Muskala adds.

The results are astounding: on the main target alone, the uplift was +165% during the campaign, i.e. 2.5 times higher than that of the total audience (+67%).

The duo are obviously not stopping there. "This collaboration allows us to further enrich our "People & Places"data solutions," continues Valérie De Coster. "We are now able to offer highly affinity-based networks on new audience segments that are more complex, richer and closer to reality."

"We can identify a specific audience in their daily lives, based on a specific behaviour or event," Bart Muskala adds. "The "Daily Life" network is a perfect example of this, as it offers the possibility through billboards and screens in the street and stations to address fans of last year's summer festivals, which we can now target outside the festival period..."

"We're looking forward to debuting it with a first advertiser in the coming weeks," concludes Valérie De Coster.

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