How an iOOH™ brand lift study proved a doggy billboard earned 28% recall
A well-loved pet brand had built a beautiful billboard to help dog owners pick its food, but had never measured the impact of out-of-home ads. A survey triggered to geofenced drive-by consumers, against a non-exposed control, found 28% recalled the campaign and non-buyers significantly more likely to purchase.
- Client
- A well-loved pet brand
- About the client
- A well-loved pet brand that crafts high-quality dog food, and that built a beautiful billboard to help dog owners select it.
- Solution
- iOOH™ ad measurement, Surveys On The Go®
- Challenge
- Prove the value of out-of-home ads and expand the campaign, having never measured the impact of out-of-home ads before.
- Method
- A geofenced billboard triggered a survey in real time to drive-by consumers, and the results were compared to a control, non-exposed group.
- Result
- 28% recalled the digital out-of-home campaign, and non-buyers are now significantly more likely to purchase the product.
It’s a multi-million-dollar investment.
You craft high-quality dog food. Puppies everywhere love the taste—and smell—of your product. They’d ask for your dog food by name, but their humans can’t understand “barking”. So, you built a beautiful billboard to help dog owners make the best selection: your pet food. Way to help your furry friends.
But, is it working?
After all, you’ve never measured the impact of out-of-home ads…
This well-loved pet brand could use some help.
To get it, they need to reach real buyers exposed to their ads—in real time, while the data is as fresh as their dog food. Only then, can they measure brand lift and purchase intent, based on real-time consumer insights. Using the data, our pet food friends can prove the value of out-of-home ads and expand their campaign. Dogs everywhere are depending on their research to work.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG locates consumers in real-time. Here, the app triggered a survey in real time as consumers were driving by the billboard. The results were compared to a control, non-exposed group to measure brand lift and recall. The panel fit the client’s target demographic.
And, because it’s an app, the client got:
Raw, emotional feedback
Panelists shared which of the ads left them ready to buy.
Geo-targeted insights
The billboard was geofenced to validate drive-by consumers.
Accurate data
Panelists were spoken to in real time, and validated via the SOTG app.
A 28% recall rate, and a brand seen as high-quality.
The ads worked to capture attention and drive awareness in the category.
Bold colors, and a really cute puppy, helped the ad to stand out to drivers as they whizzed by.
The ad sparked healthy levels of purchase consideration for the pet food product.
About the client
A well-loved pet brand that crafts high-quality dog food. It had built a beautiful billboard to help dog owners select its product, and had never measured the impact of an out-of-home campaign before this study.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Find out whether your billboard is doing anything.
iOOH™ geofences the board, triggers a survey to the drivers who passed it, and compares them against a non-exposed control — so recall and brand lift are measured, not assumed.
Talk to an insights strategist