Mea­sur­ing per­for­mance of out­door ad­ver­tis­ing with big data

Financial Nigeria Magazine - - Contents - Man look­ing at an out­door bill­board as he walks past

The reach of out-of-home (OOH) ad­ver­tis­ing cam­paigns has tra­di­tion­ally been mea­sured us­ing traf­fic counts or daily ef­fec­tive cir­cu­la­tion (DEC) – that is, the to­tal number of ve­hi­cles and pedes­tri­ans that pass the out­door dis­play. The OOH in­dus­try later switched to a bet­ter met­ric to mea­sure out­door im­pres­sions called Eyes on Im­pres­sions (EOIs) or Geopath. This met­ric pro­vides a more ac­cu­rate au­di­ence mea­sure­ment of OOH because it gives a fig­ure of the con­sumers who ac­tu­ally no­ticed the ad.

With ad­vance­ments in tech­nol­ogy, me­dia plan­ners and buy­ers in de­vel­oped mar­kets are now able to more ac­cu­rately mea­sure the per­for­mance of OOH us­ing sta­tis­ti­cal mod­el­ing and data an­a­lyt­ics. Mea­sur­ing im­pres­sions alone proved in­suf­fi­cient. The value-add for ad­ver­tis­ers is the abil­ity to lever­age an au­di­ence mea­sure­ment tech­nol­ogy to drive strong call to ac­tion (CTA) and higher return on in­vest­ment (ROI).

In the United States, for in­stance, ad­ver­tis­ers can now mea­sure the ef­fec­tive­ness of their OOH ad­ver­tis­ing spend by di­rectly link­ing store vis­its and ac­tual prod­uct pur­chases to ad­ver­tis­ing ex­po­sure. In March 2018, Kan­tar, the data in­vest­ment management arm of WPP – one of the world's largest in­sight, in­for­ma­tion and con­sul­tancy groups – an­nounced a

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