Pass a billboard while driving in the next few months, and there is a good chance the company that owns it will know you were there and what you did afterward.
Clear Channel Outdoor Americas, which has tens of thousands of billboards across the United States, will announce on Monday that it has partnered with several companies, including AT&T, to track people’s travel patterns and behaviors through their mobile phones.
By aggregating the trove of data from these companies, Clear Channel Outdoor hopes to provide advertisers with detailed information about the people who pass its billboards to help them plan more effective, targeted campaigns. With the data and analytics, Clear Channel Outdoor could determine the average age and gender of the people who are seeing a particular billboard in, say, Boston at a certain time and whether they subsequently visit a store.
“In aggregate, that data can then tell you information about what the average viewer of that billboard looks like,” said Andy Stevens, senior vice president for research and insights at Clear Channel Outdoor. “Obviously that’s very valuable to an advertiser.”