Clear Channel has launched a mobile data platform that aims to make outdoor advertising campaigns more effective in Europe.
The platform, called ‘RADAR’, utilises anonymous mobile data to identify the behaviours of people passing by Clear Channel’s bus shelters, billboards, and street furniture, with the intention of enabling brands to deliver the right message to the right people at the right time.
The RADAR client portal gives advertisers the opportunity to virtually map their campaign plans by showing which Clear Channel panels are available to reach an advertiser’s desired audiences.
“The launch of RADAR in Europe was born out of Clear Channel’s vision of a future where Out of Home can deliver true flexibility for advertisers, rivalling that of other major media channels,” said Justin Cochrane, CEO of Clear Channel Europe. “As we roll out and evolve RADAR in Europe, this will give us, and our customers, increased insight around the behaviours of audiences across Out of Home environments, and how those behaviours change and evolve.”
The platform is due to arrive in Spain and the UK next month, before rolling out in Sweden in the ‘coming months’ and the rest of Europe over the next two years. Clear Channel first launched RAADAR in the US in 2016.