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The Impact of Out-of-Home Advertising

Inside Ubimo

05/30/2019

Ubimo report demystifies OOH lift and demonstrates new high-accuracy approach

When retail marketers purchase ad space, one end goal is to increase foot traffic in their store and ultimately sales. It’s pivotal for owners of ad space to demonstrate the efficacy of their properties. That process is simple in digital advertising – measuring click-throughs or purchases from referrals is easy.

How much of a lift in foot traffic at a given store can be attributed to a particular advertising campaign or a specific ad?

It’s another matter entirely when it comes to Out-of-Home (OOH) methods of advertising, like billboards, street furniture, and more. How much of a lift in foot traffic at a given store can be attributed to a particular advertising campaign or a specific ad?

OOH requires a unique method of measuring the impact of physical advertising in public spaces on in-store visitors. Ubimo’s unique methodology accounts for evaluative errors that have made OOH lift measurement challenging and inaccurate until now. For example;

Error #1 – Disproportionately representing “active” devices
Location intelligence platforms tend to be biased toward active users, and ignore passive users, skewing results.

Error #2 – Not accounting for “regulars”
Many people who see a billboard will visit the advertised store because they would have anyway, and not as a result of seeing the ad. Ignoring locals/regulars can inaccurately inflate lift.

Error #3 – Lack of accurate control group timing
In order to truly measure OOH-influenced lift, a control group observed prior to the campaign is necessary to compare with campaign visitation numbers.

These errors and more can render lift data completely inaccurate and useless. Here are just a few examples of Ubimo’s lift measurement vs traditional methods that commit these errors:

To read about how Ubimo overcomes these common mistakes and greatly enhances the accuracy of OOH results measurement, check out the full report.