What Happened
In a bid to provide out-of-home (OOH) advertisers with better data and targeting options, AT&T has teamed up with Clear Channel to provide outdoor advertisers with more dynamic data aggregated from its mobile users. The program is titled AT&T Data Patterns, which promises OOH advertisers the ability to learn the number of people who pass by a Clear Channel-owned billboard or outdoor display, as well as detailed demographic stats about that group of people using AT&T’s wireless service, such as gender, age range, ethnicity, and income range.
What Agencies Need To Do
With AT&T Data Patterns, marketers using Clear Channel’s OOH network will be able to better plan their campaigns and place more relevant ads with the enhanced audience data that AT&T now provides. Of course, not every pedestrian is using AT&T’s service, but given the telecom giant’s customer base of over 126 million wireless users, it should provide a sample size big enough for marketers and agencies to mine some actionable insights from.
Source: AdAge