Buses Drive Big Business for Brands,
According to Several New Attribution Studies
NEW
YORK and BIRMINGHAM,
Ala., April 26, 2024 /PRNewswire/
-- OUTFRONT Media (NYSE:OUT), one of the largest
out-of-home media (OOH) companies in the U.S., and
StreetMetrics, a leader in Moving OOH (MOOH) measurement,
have partnered to enhance dynamic measurement for bus advertising
campaigns. Through this alliance, the two companies are teaming up
to bring dynamic measurement and attribution to the industry.
OUTFRONT and StreetMetrics have come together to show that bus
advertising can lead to positive outcomes for brands taking
advantage of it. And together, OUTFRONT and StreetMetrics are
taking a new step that aims to leverage dynamic data to plan, to
uncover campaign insights, and provide attribution analysis for bus
advertising.
Marketers have long recognized that placing their brands on bus
exteriors provides mass reach and connects with consumers along
their journeys and that campaigns are seen by riders, pedestrians,
and others along each route. However, through qualitative research,
a transformative shift of how bus advertising is being leveraged by
brands has now become apparent. Beginning in 2020, of the
attribution studies commissioned by OUTFRONT across all media, 90%
were focused predominantly on brand lift, but the pendulum has
swung: over 50% of the studies commissioned in 2023 alone has been
dedicated to lower funnel metrics (e.g., store/website visits and
app downloads), demonstrating brands' changing perception of the
value and role of OOH in omnichannel marketing.
Said Christina Radigan, SVP,
Strategic Research & Insights, OUTFRONT: "While measurement is
table stakes, we are seeing and proving a paradigm shift in OOH's
role in the overall marketing mix. StreetMetrics' groundbreaking
tools and data are enabling advertisers to understand the value
proposition of bus advertising by offering a continuum of data to
plan, reconcile (in the future) and ultimately connect that
exposure with lower funnel behaviors through attribution. We
are transforming how advertisers and marketers can look at bus
advertising, well beyond its power to showcase brands with proof
points to support what we've known all along – that bus advertising
works."
This partnership ties into the OUTFRONT Powered By Audiences
(PBA) strategy, putting data at the center of its approach to
positively impact its clients' businesses. Leveraging
StreetMetrics' measurement and analytics capabilities, OUTFRONT is
able to share to its clients actionable insights that measure media
performance, and provide campaign effectiveness and ROI for bus
advertising, similar to digital media. This shows that bus
advertising can be effective in accomplishing advertisers'
performance goals and will also enable bus advertising to be
included in multi-touch attribution (MTA) and media mix modeling
(MMM).
OUTFRONT, in partnership with StreetMetrics, conducted several
attribution studies across a variety of categories, which produced
great results. For example, in spring 2023, a popular app took to
the streets with a myriad of bus ad formats and StreetMetrics'
analysis showed that those exposed to the ads were 79% more likely
to download the app.
OUTFRONT through StreetMetrics has seen similar client success
in driving website visitation and store visitation using bus
advertising. For example, Sheertex ran a 4-week
campaign in New York with the
intention of increasing visits to their website. Those exposed to
the bus ads, overall, were 98% more likely to visit the website
than those not exposed, additionally, those exposed to the bus ads
were 117% more likely to reach the checkout page than those not
exposed. The Wendy's Company ran a campaign in its
Boston division, and we found that
those exposed to the bus ads were 63% more likely to visit a
Wendy's in the area than those not exposed. All proving that bus
advertising not only creates awareness but can drive consumers down
the funnel.
While OUTFRONT has successfully used these attribution solutions
to show that exposure to bus advertising can lead to a positive
change in consumer behavior, the ultimate aim is to use the
StreetMetrics' data set through the entire campaign lifecycle from
planning to attribution and leverage those insights to inform and
optimize future campaigns.
Drew Jackson, CEO, StreetMetrics:
"Recognizing the demand for transit advertising measurement metrics
like reach, frequency, and impressions, the StreetMetrics
technology was born out of the industry's need for reconciled
transit out of home advertising measurement. Our partnership with
OUTFRONT further proves that measuring lower funnel metrics like
store and website visits is a priority for advertisers and media
operators alike. With StreetMetrics' trusted measurement and
attribution solutions, OUTFRONT has been able to move the needle
with its customers, offering a never-before-seen look into how bus
ads are really performing."
About StreetMetrics
StreetMetrics is a media
measurement company serving the out-of-home advertising industry.
StreetMetrics' planning, measurement, and attribution solutions
help media operators prove the return on investment for their
out-of-home ad campaigns. For more information, visit
www.streetmetrics.com or follow us on LinkedIn.
About OUTFRONT Media Inc.
OUTFRONT leverages the power
of technology, location and creativity to connect brands with
consumers outside of their homes through one of the largest and
most diverse sets of billboard, transit, and mobile assets in
North America. Through its
technology platform, OUTFRONT will fundamentally change the ways
advertisers engage audiences on-the-go.
OUTFRONT Media Contacts:
Matt Biscuiti
The Lippin Group
212-986-7080
outfront@lippingroup.com
Courtney Richards
OUTFRONT Media
646-876-9404
courtney.richards@OUTFRONT.com
Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/outfront-and-streetmetrics-team-up-to-offer-groundbreaking-measurement-proving-effectiveness-of-bus-advertising-up-and-down-the-funnel-302128724.html
SOURCE OUTFRONT Media Inc.