oOh!media has removed pack buying across digital Street and Rail broadcast networks, promising advertisers greater reach.
The company said that unbundling the digital sales packs enables agencies and brands to maximise marketing investment by offering tailored planning and buying opportunities based on environment, location, and audiences.
Bel Harper, executive group director of product strategy, oOh! said: “Removing digital sales packs across Street and Rail means oOh! is making it easier to drive better results for our customers, with tailorable broadcast networks along the path to purchase which meet campaign objectives without waste.
“To demonstrate real outcomes across the Retail, Street and Rail environments, oOh! is leading the sector with its comprehensive Brand Buyer Tracking (BBT) attribution suite which provides key metrics not easily available to most brands. We have always known that oOh!’s broadcast formats are powerful in driving purchase, and we now have the data to prove it. Accessible by up to 400 clients a year, BBT enables a clear understanding of campaign’ effectiveness when using the oOh! network, either in isolation or in conjunction with other media such as digital and TV.”
oOh!’s BBT effectiveness studies show a more than 50 per cent increase in buyers of brands that ran out-of-home campaigns across the company’s broadcast network, consisting of Street, Retail and Rail small format environments.
Across the broadcast network, using anonymised customer spend data over the past 18 months, BBT evaluated 46 campaigns that ran exclusively on one or more of its small format broadcast networks, with results showing significant uplifts across key marketing metrics including purchase uplift, new customer acquisition, market share and brand penetration.
Campaigns on oOh!’s broadcast network saw brands achieve a 56 per cent increase in buyers during the campaign period on average, a figure over three times greater than the category they compete in, with a 76 per cent increase in the number of buyers in the post-campaign period, over 5 times greater than the broader category.
Brand Buyer Tracking attribution analysis also revealed brands achieved a seven per cent increase in the conversion of new customers, 66 per cent greater than the category they compete in and a 21 per cent increase in market share, which more than doubled to 43 per cent in the post-campaign period. Brands utilising oOh!’s broadcast networks also saw a 23 per cent increase in brand penetration, rising to 41 per cent in the post-period, indicating OOH’s role in not only driving sales but contributing to brand salience.
