Econometrics and OOH
Measurability and effectiveness in advertising have never mattered more than they do today. In an increasingly complex ecosystem with a plethora of channels available, brands require greater levels of accountability from their media investments. With billions of pounds being spent in the medium, the need for accountability in OOH is every bit as important.
We have proven through years of research, the brand building power of our unique premium portfolio and examined the complex mental interactions that take place when audiences experience our premium destinations. But what does all this really mean for brands in terms of outcomes, and how can we link practical outcomes with powerful theory?
In summary:
1) OOH may have, incorrectly, a perception as a lower attention medium, but countless research studies have proven the long-term business effects.
2) This perception affects brands’ intuitive understanding of the effect of their campaigns when OOH is included.
3) Geographic distribution of the channel and other unique elements aren’t appropriately factored into econometric models which tend to be ‘one size fits all’.
4) A consistent, granular approach to leveraging Route and Playout would allow for a much more accurate modelling of OOH.
5) Certain categories such as luxury brands have already revealed OOH effectiveness through MMM, recognising that an over-investment in performance marketing can undermine their long-term brand building.
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Steve Bernard
Head of Insight
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