Case Study: Clear Channel achieves 127M+ social impressions and proves OOH ROI with Sysomos

Measuring The Impact of OOH Advertising with Social Media

Clear Channel Outdoor, a leading out-of-home (OOH) advertising company, faced a challenge after Drake’s cryptic billboard in Toronto generated massive buzz: traditional OOH metrics could estimate reach, but Clear Channel needed a way to quantify the billboard’s social virality and prove ROI to clients and partners.

Clear Channel partnered with Sysomos to analyze earned, owned, and paid social data—measuring impressions, mentions, sentiment, influencers and geo-location—and used those insights to optimize timing, location and creative for a second campaign. The analysis showed the first billboard delivered 86+ million earned impressions in the first week and the follow-up campaign drove over 127 million impressions in a week (5,260 mentions, 3,691 unique Twitter users), while boosting SEO, generating 35 email subscriptions and 4 enterprise leads, and helping sell out a high-performing OOH asset.

Clear Channel

Chris Advansun

Head of Digital Technology