One thing we have known for a while at oOh!media is that across both our Street and Retail Out of Home (OOH) networks we reach a lot of people every day, week, and month. The simple fact is that most people will leave their home at some point, and more often than not they will invariably come into contact with an OOH advertisement.
But one of the challenges we have always had as a business and industry is actually being able to prove that with a singular, accurate de-duplicated number. It’s a number that the advertising industry has been calling for, and a number that we desperately need to finally prove the scale of our reach.
Luckily for us as a business we now have that number, 2.3M every week (56% of AP15+), and 3.67M every month (88% of AP15+). Simple numbers that represent a massive step forward for us as a business and industry. By leveraging LandmarksID mobile location technology, we can now accurately predict which mobile devices have come into contact with OOH advertising across both external and internal environments.
Across the last 12+ months we have been working with Calibre to develop an audience measurement solution for our Retail product that allows us, in the first instance, to accurately measure Retail audiences down to a panel level, and then to accurately de-duplicate those numbers with our Street Furniture product. The benefit to our advertising partners in the short term is that any campaign that is booked through oOh! can now come with a combined R&F number that showcases the power of utilising both of these OOH platforms in combination. These accurate and reliable numbers are a true reflection of an advertiser’s campaign performance.
For us, finally getting our hands on the new Retail numbers has been hugely beneficial. Seeing how different centres behave from an audience standpoint, the strength of our large format panels, the impact of seasonality, and the general scale of the network (1.4M Kiwis reached every week, and 1.85M every month) has been fascinating. It’s great to have the audience numbers to back-up what we already see as a really valuable and unique audience environment for advertisers. Underpinned by pedestrian audiences in a shopping mindset and full video creative capabilities – Retail OOH delivers unmatched impact.
The OOH industry is embarking on an exciting journey with the launch of Retail and other place-based environment audience measurements, to go with Street Furniture and Billboards, and new OOH partners. One of the challenges that has always presented with OOH measurement is that operators often leveraged traffic data, such as DTVs (daily traffic visuals) which are an imperfect measure of people, infrequently updated, with no usability across internal OOH environments or in combination with other media channels. We have often found that the data was being misrepresented or agencies struggled to make sense of all of the different metrics they were being provided. The reality is, as an OOH industry, we need to be providing data to advertisers that is a true reflection of the unique number of people seeing their campaigns, and only measuring those that actually have the opportunity to see the ad in the first place. Something that sounds simple, but given the complexity of our industry and formats is incredibly difficult to get right.
We hope that this is the start of Calibre being the single source of truth for OOH measurement. A tool that gives agencies confidence that the numbers they are seeing on the plan are an accurate reflection of campaign performance irrespective of the formats they have booked. Because once we get to that holy grail of unified audience measurement, the easier it will be to showcase the reach, frequency, impact, value, and effectiveness that OOH delivers with every campaign.
