Model outdoor advertising outcomes

Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable.

Model outdoor advertising outcomes

Chris Sloane, Mungo Knott and Nick MawditOhal, Primesight and Kinetic

Applying econometric modelling to out-of-home advertising can result in more robust measurement and more effective media placement.

Measuring Return on Investment (RoI) for advertising media expenditure is a complex task. A wide range of factors both within and outside of an advertiser's control will influence the payback generated from the marketing activity.

Econometric, or marketing mix, modelling is a method of analysing these outcomes and can be used to attribute cause and effect to different elements of a media schedule.

In this paper, we identify...

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