Digital Out of Home (DOOH) is fast becoming a vital part of a media plan and Intersection is leading the way in measurement and innovation. Beth Nguyen, Intersection’s Director of Media Data Solutions, oversees all of her company’s media data measurement and attribution efforts from brand awareness to foot traffic to digital events to moving media to a new initiative that involves the pharma vertical.
Intersection, which positions itself as a publisher, offers a range of engaging content such as weather, time, factoids, art, notices of local events etc. But they also leverage all aspects of DOOH measurement that include both established currencies, such as from Geopath, and strategic partnerships that add a range of audience demographics such as the types of people who have seen the ads and what they do after exposure.
When it comes to metrics, Nguyen noted that, “We can measure attribution, one being website visitation. We've done a lot in the last year with different types of brands. We're able to pixel the brand's pages and see, based on the exposure, did they go to the website? Did they go to a booking confirmation page? It depends on the KPI.” She added that, “We're also able to measure foot traffic. We had a case study with a financial bank that's pretty well known in the city of Chicago and we were able to measure people who were exposed to the ad if they actually went to those bank locations.”
Intersection is also expanding into a range of other ad categories. “We're starting to measure script lift for the pharma category and we've also tapped into CPG sales live,” she explained, which are currently available on other advertising avenues but not in out of home … until now. Nguyen’s efforts enable the ability to, “measure if someone was exposed to a pharma campaign. Did they actually go to a health care provider who prescribed that specific drug? If not that drug, did it still drive visitation to a health care provider? We're super excited to tap into that.”
Historically, out of home was only able to measure static media. “Anything that was a fixed location,” she noted, “but digital out of home has evolved. With moving media, we're able to actually track the GPS data from vehicles which are publicly available by the transit authorities. Our bus measurement vendor street metrics has device ids so they're able to create view sheds and actually see if there was a device ID that was exposed to that bus at that given time. I worked for major news networks and music streaming companies. They had all of this. But now we're doing this for out of home.”
She noted that, “When people think about large formats, they associate it with billboards, which are impactful and have large formats. Moving media, particularly bus, also has large formats and what's really special about that is that it's moving through our cities which expand reach.” She has calculated that moving media on buses travels, “23 million miles driven in our cities. When you think about that number, it is super impactful for reach. We also observed over a billion impressions just in our major DMAs and markets over a full year. That is a really strong outcome.”
The data Intersection culls from all of their platforms offers a variety of uses. Nguyen explained that, “From a baseline, we can measure impressions, miles driven, frequency, the amount of time someone is exposed to the ad. We also have demographic data based on household census blocks and then to layer on top of it is someone is looking to really measure the effectiveness and has a certain KPI we're also able to measure web visitation and behaviors and foot traffic,” through geo location.
An intriguing case study involved a teeth aligners brand. “Their KPI was to drive visitation. They wanted to see if people went to their website and then actually end up going to a booking page for an appointment or to purchase the aligners. Their secondary KPI was on digital platforms to test their creative. We were actually able to do that for our bus creative, so we had four and at the end of the campaign we broke it out into overall results. How many people actually went to their page and then we broke it up by creative ABC and D and actually saw which creative was the most effective. The client ended up swapping out their creative mid campaign taking our recommendations and included a bigger and larger call to action to go on the website. The results back from the second study was just as effective, if not more.”
For Nguyen DOOH, “is going to be inclusive of everything. We're going to get to a point where people are going to be able to measure their entire out of home media plan and tack in digital TV, radio and be part of that holistic effectiveness. This is not just going to be for people like me or data analysts. It's going to be for sales folks, it's going to be for client success teams, it could be for the creative teams. It's definitely going to be a tool, where it's going to be beyond just measurement and attribution.”
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
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