OUTFRONT AND STREETMETRICS TEAM UP TO OFFER GROUNDBREAKING MEASUREMENT PROVING EFFECTIVENESS OF BUS ADVERTISING UP AND DOWN THE FUNNEL
Buses Drive Big Business for Brands, According to Several New Attribution Studies
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
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
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.
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 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
OUTFRONT Media Contacts:
The Lippin Group
212-986-7080
outfront@lippingroup.com
646-876-9404
courtney.richards@OUTFRONT.com
212-297-6573
stephan.bisson@outfront.com
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