Clear Channel Outdoor’s RADAR system uses mobile data to assist in out of home buying. Channel Outdoor CFO Rich Bressler spoke favorably about RADAR on this week’s earnings conference call:

“By leveraging our aggregated and anonymized mobile location data, RADAR has achieved impressive results for both national and local brand partner. For example, in industries that include auto, QSR, and retail, partner advertising campaigns have generated double and triple digit percentage lifts in store visits. “

Later in the call Bressler highlighted a success story:

“We did a recent campaign we developed for Honda in Northern California…we created a six-month campaign that ran last year primarily…posters and title locations identified by RADAR. Then we took RADAR’s mobile retargeting capabilities. Mobile ads were sent to the consumers who were exposed to the out-of-home campaign or visited Honda dealership, and the result of that, the traditional out-of-home to be clear, with the new technology, the auto dealers that participated saw an 80% lift in their visits after that campaign…that’s just an example of why we continue to be so excited about RADAR.”

Insider’s take:  The narrative is encouraging.  We’ll be watching future financials for specific numbers which show RADAR’s impact on total revenues and RADAR’s ROI.

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