Four Ways To Determine Your OOH Campaign’s Effectiveness in 2021
Out-of-home (OOH) marketing campaigns have the potential to build awareness and consideration for your brand quickly and efficiently using channels people see or hear when they are outside of their homes.
Globally, the market is massive, expecting that OOH advertising will reach $37b by 2022. And there’s a good reason why OOH is a growing trend. The Out Of Home Advertising Association of America (OAAA) estimates that most people spend up to 70% of their day outside of their homes, providing ample opportunity for this type of advertising to be seen and consumed.
With many people ready to trade their pajamas and yoga pants for going-out clothes, the world is opening back up, and people are experiencing the world in person once again.
At Firefly, our approach to OOH marketing takes place atop taxis and rideshare vehicles, as well as inside of cars.
Why?
Because reaching people wherever they are is one of the most effective forms of advertising, especially when it’s street-level.
However, as with all forms of advertising or marketing, ‘how do I measure?’ is one of the most asked questions from brands considering whether or not to invest in this approach.
How Do I Know If My OOH Campaign Is A Success?
Here are four approaches to unique measurement solutions that we provide our clients:
Brand metrics: works best if your campaign goals are to drive awareness, brand recall, or boost favorability.
Web visits and conversion: OOH plays nicely with digital channels and can be tracked across platforms to ensure that conversions are happening.
Foot traffic: is your audience more likely to visit a store or an event in person after seeing your OOH ad?
Mobile app downloads: like digital, mobile activity aligns with OOH to provide a seamless measurement from exposure to downloads or in-app purchases or events.
More News About Measurement From Our Partners
This month, Vistar announced that it can now measure moving inventory, including taxi and rideshare tops, alongside non-moving OOH media types in the U.S. across media owners including Curb, Firefly and Lyft.
Here’s an excerpt from one of their case studies from a recent campaign:
FOX, with agency Rapport LA, leveraged Vistar’s first-to-market solution to promote its series The Masked Dancer across taxi tops and an array of other outdoor venue types including billboards, gas stations, and urban panels. Using a data-driven targeting approach, FOX activated a custom ‘TV Viewership Audience’ based on consumers who watch reality and game shows, as well as competitive networks. Measuring the impact of the DOOH campaign on consumer attitudes and tune-in intent, Vistar’s Brand Lift Study revealed an 8 percent lift in awareness, 12 percent lift in consideration, and 11 percent increase in tune-in intent.
Following up with Vistar, we wanted to know what this means for other brands seeking OOH advertising and measuring for success.
We asked Leslie Lee, Vice President of Marketing, to fill us in on management trends and insights.
Firefly: Why is it so important to measure moving inventory?
Leslie: In the past, brands have only been able to see the impact of moving inventory in a silo, but to truly understand the value of an out-of-home campaign, you need to measure across all inventory included on a plan. The ability to now include moving inventory in measurement, alongside non-moving inventory such as billboards, gas stations, gyms, retail and other place-based media unlocks opportunity for ROI-focused marketers.
Firefly: How do you see brands embracing post-quarantine marketing strategies, such as taxi and rideshare tops?
Leslie: Now, more than ever before, people are reveling in the time spent out of the house, moving around the world. Taxi and rideshare-top inventory offers the perfect way to integrate brand messaging into those moments of delight and re-engagement. Through the Vistar DSP, we’ve seen brands leveraging moving inventory for dedicated campaigns that tailor creative to the car-top environment as well as to extend the reach of billboard and urban panel-based campaigns.
Interested in learning more about Firefly’s approach to data or measurement? Curious about what OOH advertising can do for your brand? Simply read more from one of our latest blog posts or contact us to learn about Firefly’s capabilities.