Maximizing the Impact of Out-of-Home Measurement

OOH at a Measurement Inflection PointAccording to Barry Frey Chief Executive Officer DPAA quotOOH is one of the hottest media todayquot amp160He cited three pivotal societal and technological changes that have been a boon for the medium amp160First people are spending more and more time out of the home amp160quotWe are increasingly an active mobile societyquot he asserted quotand we are becoming a more urban societyquot amp160As mobile phones become ubiquitous they fuelamp160the ability to track people wherever they go amp160Second Frey sees advertising inside the home as quotfragmenting at best and declining at worstquot amp160Third with the addition of digital data capabilities OOH is now able to count measure the impact and attribute usage just like the rest of the media industry amp160This improvement in measurement coupled with a safe viewable closed system that has no ad blockingamp160places OOH on equal footing with other established media optionsData and TechnologyThe advent of improved technology that results in more valuable data is pivotal to the growth of OOH amp160The ability of marketers to track the consumer journey with mobile geo location data for example has created opportunities and greater confidence in it amp160Nielsen has been very active in expanding its OOH measurement offerings as are companies such as iQ Media which offers visual detection data that includes mood and engagement metricsquotThere are three reasons why mobile is so importantquot noted Andy Stevens Clear Channel Outdoor Senior Vice President Research and Insights quotEveryone has a phone and carries it all the time amp160In fact 85 of adults always have their phone within arm39s reachquot amp160The full consumer journey becomes evident because the data tells us where people are their routes throughout the day and their possible exposures to billboards amp160The methodological road has been a long one but now refinements in the methodology such as radius assessments and direction of travel give the advertiser greater confidence that their ads have actually been viewedClear Channel39s case study quotnot only used mobile data in the planning and measurement of OOH but also used it to amplify the impact of OOH by retargeting people who have seen OOH ads with mobile adsquot Stevens explained amp160This has a priming effect where the lift in store visits with and without the additional mobile ads could be compared amp160quotThere is a higher lift from people who have seen both the OOH ad and the mobile adquot he continuedamp160amp160quotIt is a one plus one equals three effect going on amp160There is a natural synergy between mobile and OOHquotamp160 Stevens is finding that these results are valuable sales tools for advertisers who may be using mobileamp160but currently do not have an OOH strategy amp160quotAn integrated media strategy can yield better results overallquot he concludedPowerful Creative Is a MustHave Powerful creative also plays an important role in OOH effectiveness amp160Emma Carrasco Chief Marketing and Communications OfficerSenior Vice President of Global Strategy for National Geographic Society has developed a Photo Ark Campaign to help raise awareness of the last 12000 species in captivity before they disappear amp160quotOur partnership with the Outdoor Advertising Association of America enabled us to take this campaign to a whole new levelquot Carrasco explained where association members can get more involved in spreading the message amp160She shared that the feedback has quotbeen tremendousquot amp160Social engagementamp160and its resulting dataamp160has offered a huge measureable boost in awarenessCarrasco sees a continuation during the next five years of National Geographic Society39s efforts to build a complete documentation of all of the species in captivity amp160Currently 7000 animals have been photographed but there are still 5000 left to do amp160quotWe want to bring awareness to what happens to society when these species disappearquot she said amp160quotWe might actually have a chance to save some of themquotamp160 Strong creative in conjunction with OOH ad placement and measurement will help propel this worthy causeData Debunks OOH MythsOOH exposures are surprisingly pervasive amp160Christian DeBonville Director Advertising and Marketing ESPN found that quotthe OOH audience is seen throughout the year throughout the day and not just at the biggest events in bar locations amp160It is programming that is on in the morning during midday when we presume people are at work at the gym or other outofhome locations where we are seeing significant liftsquotHe noted that agencies and clients are more receptive to giving credit for audiences that are viewing programming and ads outside of their primary residences amp160The ability to credit the full consumer journey is great news for both advertisers and content creatorsClick the social buttons above or below to share this story with your friends and 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Maximizing the Impact of Out-of-Home Measurement

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Charlene Weisler

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Maximizing the Impact of Out-of-Home Measurement

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