Measure The Brand Effectiveness Of Your Out Of Home Campaign
The power of out of home media in delivering significant brand impact for advertisers is a long established component of the media landscape. However, passively linking ad exposure to brand uplift is harder to do offline than it is online.
Using geo-location data and proprietary survey technology, we can measure out of home brand impact and allow for consistent measurement and comparison of the media with other channels.
On Device Research’s Out Of Home Brand Impact will tell you...
- Brand Impact: How well the campaign lifted brand metrics versus our normative database
- Creative Impact: How well each creative influenced each brand metric
On Device Research uses mobile surveys to measure marketing effectiveness in both developed and emerging markets.
Using proprietary technology, access to consumers and best practice On Device Research helps some of the world’s leading brands, ad agencies and media owners to understand the effectiveness of their online and offline advertising.
So far On Device Research has delivered over 35 million surveys across 95 countries.
How We Do It
Step 1
OOH launches, with a minimum of 20%+ coverage.
Step 2
We collect Device IDs in our exposure engine of those exposed to the campaign using our location recording technology within our survey app.
Step 3
We serve those exposed to the OOH with our established brand impact survey, 24-48 hours after exposure.
Step 4
We use that test and a demographically-and behaviourally-matched control group to isolate the KPIs of brand impact.
Key Metrics
An assessment of how the advertising impacted the awareness and intent funnel.
- By applying campaign buy details to brand impact results we can now report on Cost Per Brand Uplift (CPBU), Cost Per Potential Purchaser (CPPP), Return on Brand Impact (ROBI), Total Potential Campaign Return (TPCR): applying a layer of bottom line indicators to brand metric reporting.
- A template survey is used; it includes 15 standard questions and is designed to be taken on any internet enabled device. Clients can have up to 5 additional custom questions.
This enables the true impact of OOH advertising to be isolated.
