Outfront Media and StreetMetrics are keen to enhance dynamic measurement for bus advertising and have teamed up to highlight its positive outcome for brands. Outfront, which is one of the largest out-of-home media (OOH), and StreetMetrics, a leader in moving OOH measurement, aim to leverage dynamic data to plan, to uncover campaign insights, and provide attribution analysis for bus advertising.
Said Christina Radigan, SVP for Strategic Research & Insights at Outfront, says while measurement is table stakes, they are seeing 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.”
Drew Jackson, CEO of StreetMetrics, said 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.”
The partnership with the Outfront powered by audiences puts data at the center of its approach to positively impact its clients’ businesses. Outfront, through StreetMetrics, is able to share with its clients actionable insights that measure media performance and provide campaign effectiveness and ROI for bus advertising. 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 and media mix modeling.
Furthermore, Outfront recorded similar client success in driving website visitation and store visitation using bus advertising. Outfront aims to use StreetMetrics’ data set through the entire campaign lifecycle from planning to attribution and leverage those insights to inform and optimize future campaigns.
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