Out-of-Home (OOH) media is a powerful tool for brands looking to reach audiences in dynamic and engaging ways. With the rise of various formats—from the classic appeal of Static Stationary billboards to the cutting-edge potential of Digital Stationary displays and the flexibility of Digital Dynamic Fleets—the possibilities for impactful OOH campaigns have multiplied. But with this growth comes a critical question: How can brands and agencies effectively measure and prove the performance of their multi-format OOH campaigns?
The Multi-Format Advantage
Brands today are no longer confined to a single format or medium when it comes to OOH advertising. A campaign that leverages multiple formats can deliver greater reach, frequency, and impact. Here’s why:
- Static Stationary Billboards offer unparalleled visibility and consistency, presenting a constant presence in high-traffic areas. This traditional format excels at driving awareness over longer periods, creating sustained brand recognition.
- Digital Stationary Displays add a dynamic layer to the mix, with the flexibility to change messages in real-time based on factors such as time of day, weather, or audience demographics. This format allows for more targeted messaging, increasing relevance and engagement.
- Digital Dynamic Fleets, such as digital taxi toppers, provide a unique mobile element, bringing digital advertisements directly to consumers on the move. As these vehicles navigate through city and suburban neighborhoods, they reach audiences in places where traditional OOH formats may not, extending the campaign’s reach and frequency.
Each format offers unique strengths, but when used together, they create a synergistic effect that amplifies the overall impact of a campaign. However, to fully leverage these benefits, brands and agencies need a reliable way to measure their effectiveness.
The Role of Measurement in Multi-Format OOH
Enter measurement companies like StreetMetrics. As the first measurement provider to measure and deliver results for multi-format OOH ad campaigns, StreetMetrics offers “one lens” viewability - providing a singular, consistent view of campaign performance across all formats, markets, and operators. This approach is essential for simplifying the complex landscape of modern OOH advertising. However, the needs of operators and agencies differ when it comes to how they leverage these measurements.
Operators are primarily concerned with multi-format and multi-market performance. They want a holistic view of how various OOH formats (Static, Digital, and Dynamic) perform across different markets, allowing them to optimize their inventory and deliver better results for advertisers.
Agencies, on the other hand, care about multi-operator and interoperability. Their focus is on how different OOH operators - whether it’s digital networks, fleet operators, or static billboard companies - work together to provide a seamless experience across a variety of media types. They need the assurance that data from one operator is compatible and comparable with another to make smart, data-driven decisions for their clients.
This alignment of priorities highlights the importance of having transparent, cross-platform measurement. StreetMetrics provides data-backed insights that help both operators and agencies understand their OOH campaigns through this single lens, ensuring consistency and accountability across the board.
Driving Real Business Results
By embracing multi-format OOH advertising and leveraging measurement tools like StreetMetrics, brands and agencies are equipped to drive real business results. They can reach diverse audiences more effectively, create richer storytelling opportunities, and make smarter decisions based on robust data.
As the OOH landscape continues to evolve, the importance of a multi-format strategy becomes even clearer. By utilizing the distinct advantages of Static Stationary, Digital Stationary, Digital Dynamic Fleet or Digital Moving OOH, and traditional moving OOH advertising, advertisers can build campaigns that are not only far-reaching but also finely tuned to their audiences’ behaviors and preferences. And with the right measurement tools, they can prove their impact every step of the way.
The Future of OOH: Multi-Format, Multi-Operator, and Interoperable
Multi-format OOH advertising represents an exciting opportunity for brands to amplify their reach and effectiveness. But to truly harness this power, accurate and comprehensive measurement is key. By partnering with measurement providers like StreetMetrics, brands can gain the insights they need to optimize their OOH strategy, validate their investments, and ultimately drive meaningful business outcomes.
The future of OOH is here, and it’s multi-format. Are you ready to measure up?
