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...