Our client, Outsmart (the out-of-home marketing body) wanted to understand the relevance of outdoor advertising to increasingly connected consumers so as to optimise their media plan and spend.
What we did:
We recruited 470 participants, and asked them to download two apps to track where they’d been, what out-of-home (OOH – outdoor media such as billboard posters, bus shelters and subway posters) campaigns they’d been exposed to, and what on-device actions they subsequently took. All this measurement was passive which meant we captured normal and natural behaviour in the real world without disrupting the participants.
OOH is generally considered to be good for long-term brand building but, by comparing exposed and non-exposed groups, the results of this study demonstrated short-term benefits via an uplift in on-device brand action in those exposed to a brand’s advertising.
Our client, Outsmart, was able to use this research to reposition OOH to its clients and prospects as a brand interaction driver in the short-term, creating new potential business opportunities.