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.

On Device Research has opened up the world of out of home brand measurement to advertisers large and small.

  • Through the combination of a highly experienced team of ad measurement experts and market leading passive ad tracking technology using geo-location data; On Device Research arms brands with the necessary confidence to evaluate their out of home brand spend with the same robustness they do other media
  • Brand investment drives long term business health. On Device Research can help agencies and out of home media owners evaluate the success of digital brand spend and build stronger client relationships
  • In a world where privacy concerns are vital in building consumer trust, our privacy first approach employs opted-in consumers only from our measurement panel

On Device Research’s Out Of Home Brand Impact will tell you...

  • Brand Impact: How well the campaign performed in driving brand metric shifts versus our effectiveness databank
  • 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.

Step 4

We use that test and a demographically-and behaviourally-matched control group to isolate the KPIs of brand impact.

Key Metrics

We measure brand impact throughout the purchase funnel: from awareness, to consideration to purchase intent

  • We also measure three key dimensions that speak to the power of of out of home: emotional engagement, message resonance, and consumer action
  • By applying campaign buy details to brand impact results we can 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 OHH advertising to be isolated.

Case Study: Major Global Tech Business

Objectives:

  • Launch new mobile handset
  • Measure brand impact of the campaign across all stages of the purchase funnel using consistent metrics for offline and online.

Results:

The out-of-home activity in isolation drove strong brand uplifts, resulting in the following metric shifts:

  • A +16% increase in spontaneous brand awareness • A +4% increase in Brand Consideration
  • A +1% increase in Purchase Intent

IAB Europe Award winning campaign


Brand metric % delta between control and exposed