Clear Channel Outdoor expanded its Radar data platform to integrate out-of-home audience and exposure with the measurement tools advertisers use across their other channels, Digital Signage Today reported on September 28.
The move aims to solve one of out-of-home's historical challenges: that its contribution can be evaluated under the same criteria as television, digital, and retail media.
From Category Report to Budget Dashboard
The two integrations define the scope of the strategy.
Clear Channel Outdoor joined LiveRamp's Cross-Media Intelligence, becoming the first out-of-home advertising company integrated into that solution.
Additionally, the company connected with TransUnion's media mix modeling and multi-touch attribution tools.
Although the solutions are distinct, both integrations aim for the same objective: that out-of-home's contribution appears within the dashboard where the advertiser already evaluates television, digital, and retail media, instead of being presented as an independent report.
Dan Levi, EVP and CMO of Clear Channel Outdoor, articulated the problem the integration seeks to solve:
"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 plan."
The announcement does not include inventory, investment, or coverage figures.
September Sent a Clear Signal for DOOH
The antecedent that changes the interpretation is the month that just ended for the category.
On September 18, the World Out of Home Organization set global programmatic DOOH spending for 2025 at $1.34 billion, equivalent to just 7% of the category.
On September 22, a Harris Poll study for the OAAA documented the influence of out-of-home advertising at three points in the purchase journey.
And on September 24, Viooh and Arla Foods published visitation results from nine campaigns.
The industry dedicated September to producing evidence on the medium's impact.
This announcement represents the next step: getting that evidence into the system where the budget is actually decided.
Latin America Faces Another Barrier
For Latin America, the obstacle is primarily one of identity and measurement infrastructure.
The identity resolution and mix modeling solutions that make this type of integration possible have uneven coverage in the region.
Therefore, the possibility of comparing out-of-home against digital under the same measurement framework arrives later and with less granularity in some Latin American markets.
This does not eliminate the opportunity but does introduce a condition for the model to scale: having sufficiently connected data infrastructure so that exposure can be related to other points in the consumer journey.
The Real Progress Happens Off-Screen
In the editorial interpretation of next+, this announcement is more important than the studies that preceded it, even if it doesn't bring a single new figure.
The reason is structural.
A medium that does not appear on the advertiser's measurement dashboard competes at a permanent disadvantage, no matter how much evidence it accumulates separately.
The budget conversation happens within that dashboard, not in the individual reports of each category.
For a media director, the practical question changes:
Can the out-of-home provider deliver data compatible with the measurement framework the organization already uses to evaluate the rest of its investment?
The answer is beginning to become a provider condition, rather than a discussion about the format.
For DOOH, the next step is not only to demonstrate that it works. It's to ensure its impact can be compared, attributed, and defended within the same system where investment decisions are made.