Next-Generation Out of Home Strategy
18
MINING CONTEXTUAL SIGNALS FROM THE INTERACTION OF PEOPLE WITH MEDIA IN THE REAL WORLD NEXT-GENERATION OUT OF HOME STRATEGY
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Transcript of Next-Generation Out of Home Strategy
MINING CONTEXTUAL SIGNALS FROM THE INTERACTION OF PEOPLE WITH MEDIA IN THE REAL WORLD
NEXT-GENERATION OUT OF HOME STRATEGY
Use Cases for Mobile Location Data
AGENDA
Introductions
Advancing Attribution for OOH
Q&A
About the Ad Effectiveness Partnership
CPG Case Study
Telecom Case Study
• World’s largest audiences and insights tools provider
• Pioneered mobile research using vast mobile consumer panel
• Mobile solutions include ad effectiveness, in-home and in-store studies
Reach• 400,000+ panelists in the U.S.• 40,000+ in the U.K.• Acquired primarily through 4-star
mobile app, iPoll
Quality• Panelists validated through double-
opt-in, third-party verification and geolocation
Depth• Richly profiled through survey
questions and app behavior
Contributes to 95% mobile project completion
INSTANTLY MOBILE ARMY™ VITALS
INSTANTLY CLIENTS
• Working with top market research firms and Fortune 500 brands globally
• Partnering with ad networks and media agencies to deliver advertising effectiveness
● Mobile carrier data
● 15 billion points/day ● Passive behavior of 40% of
cell phone carrying Americans ● First universal OOH exchange ● First cross-screen platform for
out-of-home and mobile media
VISTAR CLIENTS
● 150+ campaigns run
● More than 50% of the Fortune 100
● Clients from all major verticals including Telecom, CPG, QSR and Auto
VISTAR PLATFORM SUPPLY PARTNERS
*Transit includes subways, train stations, ferries & street level.
AIRPORTS
BARS
BILLBOARDS
CASUAL DINING RESTAURANTS
CHILDREN’S ACTIVITY CENTERS
DOCTOR’S OFFICES
FINANCIAL
GAS PUMPS
GOLF COURSES
GYMS
MALLS
NAIL SALONS
OFFICE BUILDINGS
SPORTS ARENAS
TRANSIT*
TAXIS
UNIVERSITIES
VETERINARIAN OFFICES
Mobile Location DataUSE CASES
TRADITIONAL AD EFFECTIVENESS LIMITATIONS
Inaccurate: Cannot confirm ad exposure
Slow: Time between exposure and survey too long, affecting response quality
Not Actionable: Cannot tie exposure to real-world action
Costly: Manual process requires expensive research hours and logistics
MEASURING FOOT TRAFFIC DRIVEN BY CROSS-SCREEN MEDIA
Triggers
Mobile Exposure OOH Exposure Store Visit A panelist receives an in-app
mobile ad A panelist triggers geofence around
OOH screen while ad is playingA panelist triggers geofence
around store location
No confirmation needed because mobile ads are tracked 1-to-1
Shortly after, panelist receives survey to confirm exposure
Shortly after, panelist receives survey to confirm visit
Jared Smith
Wondering if we need a brief slide before that provides overview of traditional ad effectiveness and outlines its limitations. I think we might want to preface this with the problems we are trying to solve. Also, maybe cut the blurb about how panelists become eligible and just speak to it on this slide or during the intro. Otherwise, this slide is great.
Jillian Kushner
An overview of traditional ad effectiveness and its limitations would be great - do you guys want to tackle that?
Jared Smith
Yeah, we'll give it a shot.
MEASURING FOOT TRAFFIC DRIVEN BY CROSS-SCREEN MEDIA
Filtration
After a campaign ends, panelists are filtered into the following groups based on ad exposure:
Mobile Exposure OOH Exposure Control (Unexposed)
Mobile + OOH Exposed
Metrics
Performance metrics are then calculated as follows:
Jared Smith
Might consider breaking into two slides: filtering and measurement. This is a lot to digest.
Case StudiesAd Effectiveness in Action
Jared Smith
Just trying out some alternative headlines. Feel free to revert back.
REACHING CONSUMERS AT THE RIGHT TIME, SPACE, AND IN THE RIGHT MIND SPACE / CPG
Where do frequent grocery shoppers have the highest propensity to be at any given time and how does contextual environment impact their receptivity to product messaging?
+17% Lift in Purchase Intent
SOLUTION
RESULTS
Jared Smith
This is excellent. We might want to tweak the design/layout slightly so you flow from Challenge (red section) to solution and results. Can we "name" the client up front? I.e., "Major National Grocery Chain"
UNDERSTANDING THE IMPACT OF CROSS-SCREEN MEDIA / TELECOM
Is cross-screen strategy more effective at breaking through the noise during the holiday season to drive awareness and store visitation than mobile or digital out-of-home advertising alone?
SOLUTION
RESULTS
117% Lift in Foot Traffic
159% Lift in Recall
ADVANCING ATTRIBUTION FOR OOH MEDIA
Location is an innate strength of OOH – a medium that reaches consumers with unparalleled frequency and has the ability to connect with consumers near point of purchase. But how do we differentiate between causation and correlation when it comes to OOH’s ability to drive feet to stores?
DO THE RESULTS MAKE SENSE?
Jared Smith
If there's time, perhaps we can add a conclusion slide with summary of key learnings and ideas for future projects.
LOOKING AHEAD
● Next-generation out-of-home ad effectiveness is faster, less costly, easier to execute and yields a wealth of detailed, actionable consumer data
● Location and cross-screen approach key to increasing recall, store visitation and purchase
● Mobile location data allows us to tie advertising to real-world action
QUESTIONS & ANSWERS
