Outdoor measurement: A route to better returns

This article describes a new approach to out of home (OOH) advertising effectiveness measurement. A lack of data has prevented the ROI of OOH media being properly measured, leading to some assumptions that it is of little value.

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...

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