How an OOH agency proved a +73% lift in validated visitation
A large OOH ad agency ran a digital out-of-home campaign to drive awareness and usage of a mobile payment service through banking apps. Opinions collected within hours of a validated ad-location visit, measured against an unexposed control group, showed a +73% lift in validated visitation after exposure.
- Client
- A large OOH Ad Agency
- About the agency
- A large out-of-home ad agency, unnamed in the source, running digital OOH campaigns on behalf of brand clients.
- Solution
- iOOH™ location technology, behavioral analysis (vSurveys+™)
- Challenge
- The ad agency needed proof of the ad campaign’s effectiveness and to understand how/where exposure drove visitation and to what degree.
- Method
- Opinions collected within hours of a validated visit to an out of home ad location — wallscapes, bulletins, street furniture, bus shelters, bus wraps — plus an unexposed control group to measure the lift.
- Result
- A +73% lift in validated visitation after exposure to the campaign, with app visitation to the partnered bank up within 14 days.
Validate your OOH campaign’s effectiveness.
A large OOH Ad Agency ran a digital OOH ad campaign designed to drive more awareness and usage of a popular digital mobile payment service, specifically through banking apps, and demonstrate how easy the process is in getting money straight into your bank account.
To measure the impact of ads on consumers, we used our “Out-Of-Home” location technology solution to collect opinions within hours of a validated visit to an out of home ad location.
We also collect opinions from an unexposed control group, to measure the exposure-driven lift. The venue types included in this analysis are wallscapes, static and digital bulletins, street furniture, bus shelters, bus wraps, etc.
Specifically, the research will inform:
- Lifts on brand and advertising awareness.
- Campaign recall.
- Main message takeaway.
- Campaign impact on consideration and advocacy.
Adding behavioral analysis (vSurveys+™) to this research provided proof of the ad agency’s successful campaign beyond stated opinions.
Behavioral data reveals that visitation through the app, for the leading bank, BoA, increased w/14 days post survey engagement.
Behavior findings validates the effectiveness of the ad agency’s campaign in driving visitation to a leading bank (Bank of America) partnered with the digital payment service (Zelle).
The ad agency now has great ammunition to take to brands it partners with (or potential clients) to prove the effectiveness of their OOH digital campaigns. In short, the ad agency can say, “look at this, we designed a digital ad campaign geared towards driving visitation and saw a +73% lift in validated visitation after exposure to the campaign. Aka, we’re really good at making ad campaigns so partner with us if you need OOH advertising. Or, they can take this research to the brand and say, “the ad campaign we made for you is really successful, commission us for another one!”
About the agency
A large OOH ad agency, unnamed in the source. The campaign it ran here promoted a popular digital mobile payment service, Zelle, through banking apps — and the bank whose visitation the research measured, Bank of America, is Zelle’s partner rather than the agency’s client.
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.
Prove your out-of-home campaign moved people.
iOOH™ collects opinions within hours of a validated visit to your ad location and measures them against an unexposed control group, so the lift you report is a visit that happened.
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