OOH Today’s Stat of the Week – Powered by StreetMetrics
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Understanding the When: StreetMetrics Data Guided Smarter MSUFCU Media Targeting
The Stat: Intersection x MSUFCU’s Chicago OOH campaign drove an 8.6x overall lift in branch visitation; however, using StreetMetrics’ isolated-time exposure, we identified peak campaign performance moments.
- Exposure during commuting windows (12 PM, 2 PM, and 5 PM) showed peak conversions with 13x growth of branch visitations
- Exposure in May and August produced 7.2x more visitation.
The Insight: Intersection placed MSUFCU ads across CTA (Chicago Transit Authority) inventory in 2025, running through Chicago’s highest-traffic corridors. While the holistic campaign results are strong, the data showed exactly when the campaign was most impactful.
- Seasonal timing amplified the campaign’s impact. Peak lift in May & August aligns with MSUFCU’s core audience lifecycle moments & known credit-union seasonality. Coinciding with graduation, student arrival, and financial reset periods, when consumers are most receptive to establishing or changing financial relationships. Increased mobility and routine formation during these periods further amplify CTA Media’s effectiveness.
- High-mobility hours proved most effective, with peak conversion following exposures around 12 PM, 2 PM, and 5 PM, reinforcing the value of Intersection’s media reaching consumers during high-mobility, high-intent travel periods.
The Takeaway: Intersection’s approach demonstrates how transit OOH can be positioned for financial services clients not just as a reach vehicle, but as a precision channel. Using StreetMetrics’ footfall attribution to isolate lift by hour, day, and season, Intersection was able to clearly show which timing and placement strategies drove real-world branch visits.
This insight helps MSUFCU and similar clients allocate ad spend more effectively, focusing investment where consumer behavior and mobility patterns offer the best chance of conversion. When operators can show exactly when and where OOH drives action, the conversation shifts from impressions to measurable business impact.
Interested in understanding the brand-building capabilities of your inventory or campaign? StreetMetrics is offering discounted bundled brand awareness studies.
Reach out to Michael@Streetmetrics.com to learn more.
StreetMetrics sponsored this post.
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