Outdoor measurement: A route to better returns
Sam Fellows, Chris Felton and Sarah WotherspoonOhal, JCDecaux and Kinetic
Route, the updated version of Postar, uses richer, captured data, such as GPS-recorded consumer movement and more panels, to provide more accurate audience and RoI measurement for outdoor campaigns.
In the past, out-of-home (OOH) has lacked a robust measurement approach, putting it at a disadvantage compared with other media channels.
To a large extent, the problem lies in the data used in the Marketing Mix Model (MMM). The data used to represent an OOH campaign – most often spend or total panels...