Through the latest geo-location-based technology, On Device Research provides an out of home tracking solution that safely and accurately helps brands explore and identify success in outdoor. Traditionally, passively linking ad exposure to brand uplift is much harder to do offline than it is online. However, our Out of Home brand impact studies overcome this, enabling a detailed understanding of the truth behind every exposure and then how this actually translates into results. And of course, we know that through better campaign measurement comes better campaign success.
The power of outdoor is vast & continues to grow across the media landscape. It plays a significant part in driving campaign success from both a traditional reach and a consideration perspective for many brands. The explosion of digital outdoor in latter years has extended the medium’s reach further, opening new doors to clients who wish to pick and choose the moments that matter to them, leveraging overall campaign success. It’s ability to stand out and make its presence felt is as huge today as it ever was and throughout the pandemic, it has continued to show its strength in being the nation’s voice.
The key building blocks for our solution are our tracking technology, proprietary cleansing algorithm, survey platform technology and our fully opted in device ID panel.
Out of Home launches, with a minimum of 20%+ coverage nationally.
We collect Device IDs in our exposure engine of those exposed to the campaign using our location recording technology within our survey app.
We serve those exposed to the Out of Home campaign with our established brand impact survey.
We use that test and a demographically-and behaviourally-matched control group to isolate the KPIs of brand impact.
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 out of home: emotional engagement, message resonance, and consumer action
By applying campaign buy details to brand impact results we can also 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.
Accountability: Deploy truly independent third-party verification to assess the impact of OOH ad spend and provide the transparency and trust often lacking in digital metrics reporting.
Behavioural and Attitudinal: Cross-reference the brand impact of frequency of exposure and measure brand impact across different formats DOOH vs classic formats.
Accurate and timely: Superior data quality transformed into actionable insight, delivered days after the field work period ends, allowing for nimble decision-making.
"On Device Research offer forward thinking and contemporary methodologies, that have allowed us to measure the effectiveness of out of home campaigns to a greater degree of accuracy. The use of geolocation data and the ability to measure the whole brand funnel is crucial for our media"
Emily Alcorn
Head of Insight
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