OUTFRONT and StreetMetrics Launch a Breakthrough in Dynamic Bus OOH Measurement

According to Radigan OUTFRONT connects brands with consumers outside their homes through one of the largest and most diverse sets of billboard transit and mobile assets in America It was within bus advertising specifically that they were first introduced to StreetMetrics For Jackson his company is a thirdparty media measurement platform specifically built for the outdoor advertising industry quotWe got our start in the transit sidequot he noted quotBut we measure more than that from planning to campaign to outcome measurement providing the full funnel suite of metricsquotampltampgtThe partnership has resulted in a gamechanging application for dynamic data fluid data which changes over time that is poised to strengthen the entire outofhome market quotStreetMetrics39 measurement product uses historical data to provide the potential number of impressions reach and frequency that could be associated with bus media and associated custom packagesquot Radigan explained What sets this innovation apart is that quotthrough this dynamic product we have the ability to gather insights and correlate exposure to bus advertising to a broad range of consumer behavior outcomes That39s a key differentiator and leading force of measurement for OUTFRONTquot Radigan addedCapturing and measuring dynamic bus data involves a variety of data sets and protocols in conjunction with different ad campaigns Jackson noted that quotYou have to look at the unit level the individual bus ad formats and you have to get really granular with time Also campaigns are always changing The campaign that39s on a specific bus today is not always the same as next week or next month and the interaction types and amounts of people that are coming in contact with that media are always changing We have to consider seasonality and other external forces that impact who sees the buses such as when Covid hit and people were not going outside and traveling less We need to understand the ebbs flows and movements and the connection points of these data sets and ultimately our tools help surface these types of insightsquotFor OUTFRONT the goal was to according to Radigan quotmodernize measurement tools for bus campaigns and have the ability to look back over time to understand trends and seasonality in each market and also to see how markets respond to events and realworld conditionsquotEach market is unique the audience for quota bus advertising campaign in Miami might look very different than a campaign in New York City not just in terms of how many the size of audience but also the demographics and psychographics and that can change month to monthquot she stated quotWe are eager to better understand audiences to drive value for bus advertising especially around major events such as the New York Marathon or Art Basel Miamiquot In the near future according to Radigan it will be possible to correlate audience exposures to outcomes such as footfall visits to a store or a website quotFor example with Wendy39s we were able to show that exposure to bus ads drove net new visits to Wendy39s locations in BostonquotFor Radigan StreetMetrics39 protocol is helping to evolve out of home39s transition from a media format used predominately for brand messaging and awareness to one used to drive lower funnel behavior quotThe opportunity as I see it is out of home is delivering on brand messaging exceptionally well but we39re now also proving the efficacy of lower funnel proof points for which oftentimes marketers relied on other channels to deliver The ultimate goal is to grow OOH39s share of advertiser spending and having this toolset helps us go after and earn that sharequotThis is a collaborative effort that Radigan doesn39t envision being exclusive of other outofhome companies In fact she sees this innovation as a channelwide competitive advantage quotWe want to grow the pie for transit media and the entire OOH sector ultimately competing for dollars currently spent on CTV retail media online and other measured mediums The breadth and volume and types of insights StreetMetrics surfaces helps us do just thatquotThe response from the agencies has been gratifying quotLast year we doubled the amount of attribution studies we commissioned on behalf of clients a sixfold increase from pre pandemic I think they39re energized really excited about it and they39ve been thrilled with having the outcomes and measurement that we weren39t able to provide years ago Advertisers are leaning in and using the channel against different KPIs and we39re seeing repeat business as a resultquotNext steps include further benchmarking and a quotcontinued collaboration with internal stakeholders to really dive in evaluate what we have learned and look at how we optimize our offering in each market in a meaningful way Because of the newness around this technology it39s important we bring in the relevant stakeholders within our own business and improve the accessibility of the toolsquot she concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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OUTFRONT and StreetMetrics Launch a Breakthrough in Dynamic Bus OOH Measurement

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Charlene Weisler

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