OOH Today’s Stat of the Week – Powered by StreetMetrics
OOH Today and StreetMetrics are partnering to bring readers a new weekly data spotlight:
Use these ‘stats’ to support your next presentation, pitch, or sale
One Media Buy, Two Very Different Audiences
The Stat
We analyzed 262 measured OOH campaigns. In the typical campaign, 57% of the people who saw the ad exactly once, while the 3% who saw it ten or more times collected about 1 in 4 of the campaign’s total impressions. That small group of heavy viewers got more of the campaign than the entire one-time majority combined.
The Insight
Last week we showed the same commuter passes a billboard 2 to 3 times a month on average. This week’s data shows what that average hides: most people pass a campaign once, while a small group of regulars quietly pulls the number up and collects a big share of the impressions you bought. We saw the same pattern in 125 separate web studies, so this looks like how OOH delivery simply works.
The Takeaway
Every campaign is really two audiences: a big group you reach once, which builds awareness, and a small group you reach constantly, which builds memory through repetition. The average frequency on a report describes neither one, so sellers have a richer story to tell than a single number, and buyers should ask how their impressions actually split.
Reach out to cameron@streetmetrics.com to learn more.
StreetMetrics sponsored this post.
- Advertisement -
