Out-of-home (OOH) advertising has long been a cornerstone of marketing strategies, offering brands the opportunity to reach audiences in high-traffic locations and create impactful impressions. In recent years, however, advancements in technology have transformed the way we measure the effectiveness of OOH campaigns, particularly in driving lower funnel metrics such as website visits, app downloads, and in-store visits.
In this blog post, let’s explore how OOH advertising can influence these key metrics and how platforms like StreetMetrics are helping media operators and advertisers quantify this impact.
Understanding Lower Funnel Metrics
Lower funnel metrics refer to actions taken by consumers that indicate a higher level of engagement and intent to purchase. These metrics are often the ultimate goals of marketing campaigns, as they directly contribute to revenue generation and business growth. Some key lower funnel metrics include:
- Website Visits: The number of visits to a brand's website or landing page.
- App Downloads: The installation of a brand's mobile application by users.
- In-Store Visits: Physical visits to a brand's brick-and-mortar locations.
The Influence of OOH Advertising on Lower Funnel Metrics
While OOH advertising has traditionally been seen as a tool for brand awareness, its impact extends far beyond just creating impressions. OOH campaigns have the power to drive consumers to take action, whether it's visiting a website, downloading an app, or visiting a store. Here's how:
- Location-Based Targeting: OOH ads can be strategically placed in proximity to specific locations such as stores, events, or landmarks, prompting nearby consumers to take action.
- Creative Messaging: Compelling and creative messaging on OOH ads can drive curiosity and encourage viewers to learn more about a brand by visiting its website or downloading its app.
- Integrated Campaigns: When integrated with digital and social media campaigns, OOH advertising can reinforce messaging and drive consumers further down the purchase funnel, leading to increased website visits, app downloads, and in-store visits.
Quantifying the Impact with StreetMetrics
StreetMetrics is a leading provider of measurement and analytics solutions for the OOH industry, offering media operators the tools they need to prove the effectiveness of their advertisers’ campaigns.
Here's how StreetMetrics can help:
- Automated Attribution: StreetMetrics offers automated attribution for web and in-store studies. With the automated component of this, StreetMetrics’ goal is to put self-service at the forefront, making the creation, management, and exportation for attribution studies easier than ever before. But what does an Attribution Study actually tell us?
- Audience Insights: StreetMetrics provides in-depth audience insights derived from OOH campaign data, allowing media operators, advertisers, and brands to gain a deeper understanding of the demographics, behaviors, and preferences of consumers who engage with their ads. Armed with this knowledge, operators and advertisers can tailor their messaging and targeting strategies to effectively reach their desired audience segments.
- Planning Data: By leveraging StreetMetrics data for route patterns, audience demographics, and consumer behavior analytics, advertisers can optimize their campaign strategies to maximize impact and ROI. This enables media operators and advertisers to make informed decisions when designing OOH campaigns, using recent and historic campaigns.
As technology continues to evolve, OOH advertising will remain a powerful tool for driving consumer actions and business growth. By leveraging advanced measurement and attribution solutions like StreetMetrics, media operators and advertisers can accurately quantify the impact of their OOH campaigns and demonstrate tangible results to their clients.
If you’re interested in learning more about how StreetMetrics can help you or your operator prove campaign effectiveness and drive lower funnel metrics, reach out to us here.
