Programmatic DOOH platform Vistar Media and media agency UM have joined forces on an industry-first study to understand the customer journey from out-of-home (OOH) advertising exposure to online conversion.
The report looks at how brands can measure the direct association between both programmatic and traditional OOH advertising exposure and the online conversion of target customer segments.
Applying anonymous consumer movement data to DOOH locations and ad serving times, and overlapping these unified identities with correlated anonymous website visits, successfully measured the consumer journey.
In applying the first-of-its-kind measurement, Vistar Media and UM worked with health insurer HBF Australia (HBF) to develop an OOH campaign to grow its branding on the East Coast and increase brand awareness on the West Coast.
The campaign ultimately drove a 5.5% conversion rate for target consumers who were exposed to the campaign and then later visited the brand’s website. The campaign included both traditional and programmatic DOOH activation, and the study provides a new measurement methodology to help inform buying decisions in ANZ.
UM and HBF selected industry leading third-party verification partner OIS to independently verify the campaign delivery data that formed the basis of this research. OIS ensured that the reporting across tens of millions of data points was granular, accurate and consistent.
“We know programmatic buying for DOOH is delivering incredible outcomes for clients and agencies who are pushing the boundaries in creative and innovative advertising campaigns,” said Ben Baker, Managing Director, APAC at Vistar Media. “With further studies, collaborations and investments in understanding behavioural results, we’re helping shape the way we inform investment decisions with data that will ultimately guide the most effective metrics and buying practices.”
Michael Mellington, Head of Media Partnerships, Melbourne at UM, explained: “UM and HBF have always embraced a mindset driven by exploration and innovation, which we applied throughout this campaign. Our insights and findings enabled us to better understand the power of complementary buying strategies and how to best make OOH an effective channel in the media mix, balancing long-term and short-term metrics for a channel often kept only in the upper funnel.”
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