Across their large, diverse out-of-home portfolio of half a million sites in 22 countries throughout Europe, Asia and Latin America, ClearChannel boost brands by connecting them with the people they want to reach, with media and ideas that enlighten, entertain, charm, challenge and influence.
While we’ve long had the ability to estimate the reach of a billboard, print ad, radio spot, or TV commercial, it’s difficult to report on the exact number of views or total impact of a media buy.
Clear Channel Outdoor, one of the world’s largest out-of-home (OOH) advertisers, often faces the challenge of accurately reporting ROI to their clients. Luckily, social media and traditional advertising are no longer mutually exclusive. With the unprecedented virality of one rapper’s OOH campaign, Clear Channel was able to utilise social data to quantify success and illustrate the tie between traditional forms of advertising and social reach
Conducting a thorough analysis of the billboard’s social impact across earned, owned, and paid channels, Meltwater social analysed the social data in many ways: including the number of impressions, mentions, gender breakdown, sentiment, influencers, and location. The report provided both a high-level view of the social data, as well as more in-depth analysis—such as the exact dates and times of peaks in social chatter and what those peaks were attributed to.
This data was hugely valuable for Clear Channel as they were able to share the report with Drake’s team and present figures that proved a success. With just one billboard, Drake’s team was elated to learn they reached 86+ million earned impressions within the first week on top of the great coverage from over 15 major news outlets.
"There’s no way we would’ve gotten the type of coverage on this if we didn’t engage Sysomos [Meltwater Social] and have a credible third-party analytics firm conduct research and present compelling figures. We knew the billboard was off-the-charts viral, but what does that mean without the social data to back it?"