Auto
Attribution
An automotive dealer association promoted an annual sales event using multiple media formats in a top 5 DMA. OUTFRONT wanted to better understand the correlation of OOH and the impact it had on auto sales in the market.
17%
Increase in Buy Rate When Exposed to Out of Home for Case Study Campaigns
Source
IHS MARKIT, 2019
IHS MARKIT, 2019
Strategies & Execution
Measurement
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
- Market: Single Market, Top 5 DMA
- Ad Formats: Bulletins
- Duration: 7-week campaign
- Ad Formats: Bulletins
- Duration: 7-week campaign
Measurement
Through a partnership with Polk Audience Measurement Solutions by IHS Markit and Ninth Decimal, all OOH assets within the campaign were geofenced and mobile ID’s recorded of those consumers as they passed through the geofences.
Using a control vs. exposed methodology we were able to compare new auto sales to determine if those who were exposed to OOH were more likely to purchase a new vehicle.
Using a control vs. exposed methodology we were able to compare new auto sales to determine if those who were exposed to OOH were more likely to purchase a new vehicle.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.