The Out of Home (Outdoor) Industry has proved itself as a powerful medium within a world crowded by multiple forms of alternative media. Research shows that Outdoor advertising can drive people into stores and prompt consumer decisions in the shops at the shelf or online on their phones.
In fact, the industry body Outsmart has said that people who have viewed an OOH campaign are 37% more likely to make a brand action on their phone than those not exposed in an outdoor environment (a study using an earlier form of our technology was used to measure this).
However, Outdoor only gets a fraction of a companies marketing budget compared to other media, typically between 4 to 8% of overall marketing spend. Why is this, when it’s a cheaper option to drive people into stores or make a purchase online?
One answer: lack of metrics.
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