Case Study: Edina Realty triples open-house website traffic with Clear Channel Outdoor's Digital Outdoor Network

Responding to the Market using the Flexibility of Digital

Edina Realty, a real estate company targeting younger Gen X/Y home buyers, faced declining newspaper readership and needed a better way to build online awareness and drive traffic to a revamped website. Clear Channel Outdoor offered a digital approach using its Digital Outdoor Network (digital billboards), giving Edina Realty a new channel that could reach a younger audience and be updated rapidly.

Clear Channel Outdoor’s solution ran dynamic creative on the Digital Outdoor Network to promote weekend open houses and drive consumers to EdinaRealty.com during the week, with messages changed within 24 hours to stay market-responsive. After two months on the DON, Edina Realty saw online traffic to its Open House directory triple from December 2006 and double compared with its October 2006 peak, demonstrating Clear Channel Outdoor’s measurable impact.

Edina Realty

Lynn Clare

VP Marketing