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
Same Campaign, Same Audience, Different Result
The Stat In roughly four campaigns out of five, creatives running side by side against the same audience, in the same markets, over the same weeks, converted at measurably different rates. The better-performing half of creatives outperformed the other half by 1.3 to 1.8 times, with the gap widest on the largest campaigns.
Across rotating-creative campaigns in StreetMetrics attribution studies.
The Insight A campaign gets one number on the post-buy report. But inside it, several creatives ran against the same stores in the same period, and they did not perform alike. The differences are far larger than sampling noise allows, they show up in two unrelated sets of attribution studies, and they are not explained by which market or period the creative ran in. This does not tell you why one creative beat another. It tells you that, in OOH, you can now see which one did.
The Takeaway For operators, this is a product, not a footnote. Advertisers already test creative everywhere else they spend, and OOH has been the channel where creative performance was assumed to be unmeasurable. Attribution reporting that breaks a campaign down by creative hands the agency something the topline report cannot: which half of the buy worked. That turns the post-buy into a conversation about the next campaign instead of a defense of the last one. Same data, one more cut, and the report becomes a reason to come back.
Reach out to cameron@streetmetrics.com to learn more.
StreetMetrics sponsored this post.
- Advertisement -
