Out-of-Home (OOH) advertising has long been a powerful medium for brand visibility, but accurately measuring its impact across multiple formats has been a persistent challenge. StreetMetrics, a leader in OOH media measurement, and PMG, a global digital marketing agency, have achieved a groundbreaking milestone: the industry’s first multi-format OOH measurement and attribution study.

A Comprehensive Study Across New York City

• Scope and Partners:

  • The study analyzed PMG’s multi-format OOH campaign in New York City.
  • Five media operators participated, covering formats like Digital Taxi Toppers, Digital and Static Street-Level Media, and Premium Bulletins.

• Key Findings:

  • Individuals exposed to the campaign were 214% more likely to convert than unexposed individuals.
  • This underscores the potential of multi-format OOH campaigns to drive meaningful engagement and measurable outcomes.

Innovation in OOH Measurement

• The Challenge:

  • Traditional OOH attribution has been fragmented, often limited to per-format or per-operator insights.
  • Marketers and agencies have struggled to assess the combined impact of multi-format OOH campaigns.

• The Solution:

  • StreetMetrics’ study introduces format-agnostic, full-funnel attribution, reconciling performance across diverse OOH media formats.
  • This integrated approach enables agencies to evaluate the overall effectiveness of their OOH campaigns.

Driving Transformation in OOH Advertising

• Benefits for Marketers:

  • Unified insights across moving and stationary OOH formats.
  • The ability to capture a larger share of performance marketing budgets by demonstrating clear ROI.

• Industry Impact:

  • OOH currently accounts for only 4% of total ad spend.
  • With comprehensive attribution solutions, the industry can position itself as a vital component of performance-driven marketing strategies.

Voices of Leadership

• Jennifer Farquhar, OOH Lead at PMG:

  • “Achieving a unified view across multiple OOH formats was previously unattainable. Thanks to our collaboration with StreetMetrics, we’re transforming how OOH campaigns are measured and evaluated.”

• Drew Jackson, CEO of StreetMetrics:

  • “This study addresses a critical gap in the OOH industry, offering advertisers a complete view of their OOH investments across multiple formats and operators.”

StreetMetrics and PMG’s innovative partnership marks a new era for OOH advertising. By delivering format-agnostic, full-funnel attribution, this study empowers advertisers with actionable insights that elevate the value of OOH campaigns. As the industry evolves, these advancements position OOH as a key player in the competitive digital advertising landscape.