In the ever-evolving landscape of advertising, Out of Home (OOH) marketing is making a significant comeback. Major players like Uber are doubling down on OOH ad opportunities, and DSPs are increasingly adding DOOH (Digital Out of Home) inventory to their portfolios. To top it off, GroupM, a global media investment company, declared DOOH as the fastest-growing advertising category, with a remarkable growth rate of 26.1%. It's safe to say that OOH is having its moment in the spotlight, leaving even Retail Media in its dust.
Here at Reveal our journey into measuring OOH began nine years ago. Our mission? To empower anyone investing in OOH campaigns with the ability to understand the true impact of their spending. "We just wanted OOH to get the credit we knew it deserved for driving performance-based outcomes like in-app sales," says Jon Frangakis, Chief Commercial Officer at Reveal.
The landscape of performance-based measurement has evolved significantly since then. Still, the real game-changer lies in the opportunity to democratize measurement through in-flight reporting. But why is in-flight campaign measurement so crucial? Here are three compelling reasons:
- 1. Creative Optimization: In-Flight data means actionable insights. When data on DOOH campaign Key Performance Indicators (KPIs), such as in-app or website activity, is available on your dashboard, you can make informed decisions and optimize your campaigns based on current numbers. No more waiting to adjust your strategy; you can do it on the fly.
- 2. Partner Optimization: OOH has now joined the digital realm in providing in-flight campaign data. This means that strategic discussions about which platforms are working best become more data-driven and insightful. As a result, more businesses are realizing the strength of DOOH and allocating more of their advertising budgets towards this highly effective channel.
- 3. Channel Optimization: With in-flight measurement you no longer need to wait until the next quarter to use the data from this quarter's campaign to drive budgeting decisions. Instead, you can allocate funding much closer to real-time, allowing you to maximize your return on investment (ROI) efficiently and effectively.
But how can you start benefiting from in-flight campaign measurement? It's simpler than you might think:
- Media Companies: If you're a media company, ensure you have digital ad logs that you can provide to your measurement company. These logs will be the foundation for in-flight measurement and optimization.
- Agencies or Brands: If you're an agency or a brand, work with your media company to ensure they provide streaming digital ad logs to your measurement company. Collaboration is key to harnessing the power of in-flight data.
- Digital KPIs: Make use of digital Key Performance Indicators (KPIs) like in-app and website activity to track the effectiveness of your DOOH campaigns.
If you're ready to learn more or get started on the path to in-flight campaign measurement for your DOOH efforts, don't hesitate to reach out. The future of DOOH advertising is here, and it's all about in-flight insights and optimization. Embrace it, and you'll be at the forefront of this advertising revolution.