Out-of-home (OOH) media provider Clear Channel Outdoor has announced a major expansion of its proprietary RADAR® data platform, connecting out-of-home audience, exposure, and delivery metrics directly with the omnichannel measurement systems enterprise marketers rely on to drive ad spend decisions.
The platform expansion marks an industry milestone as Clear Channel Outdoor becomes the first out-of-home media company integrated into LiveRamp’s Cross-Media Intelligence solution. Alongside new integrations with TransUnion’s Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) tools, RADAR enables physical ad exposures to flow into the same analytical frameworks used to measure Connected TV (CTV), social media, search, digital video, and audio.
Unifying Out-of-Home Data with Digital Analytics Frameworks
As corporate marketing budgets become increasingly driven by performance measurement, brand managers require clear data showing how every media channel impacts campaign success. Historically, out-of-home advertising lacked the granular exposure metrics typical of digital channels, often leaving OOH excluded from attribution models, grouped into vague “offline” categories, or tracked strictly as a line-item expense.
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Clear Channel Outdoor’s integrations with LiveRamp and TransUnion address these historical limitations by standardizing OOH dataset delivery across modern cross-media engines.
Key features and analytical capabilities delivered through the new platform integrations include:
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Cross-Media Exposure Deduplication: Via LiveRamp’s Cross-Media Intelligence, marketers can measure and deduplicate OOH audience exposures alongside digital campaigns across publishers, eliminating double-counting across channels.
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Identity-Resolved Touchpoint Tracking: Resolves RADAR exposure data against TransUnion’s core identity foundation for Multi-Touch Attribution (MTA), incorporating physical billboards and transit displays into individual customer journey tracking.
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Granular Inputs for Marketing Mix Modeling: Streams granular OOH delivery data into TransUnion’s MMM solutions, providing media planners with refined inputs to assess out-of-home ROI at the portfolio level.
Executive Insights and Industry Perspectives
“OOH has always been a powerful medium, but marketers need to be able to see its contribution within the same measurement frameworks they use across the rest of their media plans,” said Dan Levi, EVP and Chief Marketing Officer at Clear Channel Outdoor. “By expanding RADAR through integrations with LiveRamp and TransUnion, we’re making it easier for brands and agencies to understand how OOH contributes to campaign performance and make more informed decisions about where to invest their next media dollar.”
“Cross-media measurement is most valuable when it gives marketers a complete picture of performance across their media mix,” said Adam Solomon, VP, Product Management at LiveRamp. “By integrating Clear Channel Outdoor’s data into Cross-Media Intelligence, we’re helping marketers understand how OOH contributes alongside other channels and make more informed decisions about where to invest.”
“Marketers need measurement approaches that can connect media investment to business outcomes across the full customer journey,” said Julie Clark, SVP of media and entertainment at TransUnion. “Bringing Clear Channel Outdoor’s RADAR data into our MMM and MTA solutions gives marketers more meaningful inputs to assess OOH’s contribution at both the portfolio and customer levels, helping inform future media allocation and optimization.”
Elevating Media Accountability Across Omnichannel Campaigns
By embedding out-of-home delivery metrics natively into LiveRamp and TransUnion workflows, Clear Channel Outdoor enables media buyers to measure physical ad performance with the same rigor applied to digital advertising, ensuring more informed budget distribution across modern media portfolios.