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 MMM/Attribution Modeling White PaperMeasuring the in-market performance of Out of Home media (OOH) exposures on marketplace outcomes offers a few unique challenges. It is also subject to the same requirements as modeling other media. Both buyers and sellers of OOH are best served by models and data that are accurate and actionable. This guide sets out a few key principles that, if observed in practice, will help both parties achieve those ends.
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 Ad FavorabilityA Morning Consult poll of 4,400 US adults found billboards are one of the two most favorably-rated forms of advertising.
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 National Ad Perceptions Executive Summary To help OAAA learn more about marketers' attitudes and perceptions about OOH advertising, OAAA requested an independent, objective assessment that would confirm or correct its current hypotheses. The evaluation focused on the current state of understanding about the OOH market today (including all technologically-driven capabilities.)
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 OOH Case Studies AnalysisAn analysis of 141 case studies demonstrates the effectiveness of OOH media in generating consumer awareness and influencing behavior.
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 OOH Attribution StudyThis analysis of 45 case studies finds OOH provides significant lift in the reported campaign KPIs for consumers exposed to OOH media during an advertising campaign.
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 National Grocer OOH Attribution StudyA study of three major markets showed increases in store visitation rate of 78–97 percent for consumers exposed to the OOH campaign versus consumers not exposed.
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 QSR Brand OOH AttributionThis three market study of a 90 day OOH campaign found consumers exposed to the billboards visited the Quick Service Restaurants at a ten percent greater rate than those consumers who did not see the billboards.
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 OOH ROI & Media Mix OptimizationOOH currently earns an average media investment of 4.8 percent, but media plan optimization occurs when OOH receives benchmark allocations of 9 to 16 percent, according to this report, conducted by Omnicom Media Group’s Benchmarketing.
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 Cuebiq Footfall Attribution BenchmarksMarketers are placing increasing emphasis on offline brand intelligence and understanding how all touchpoints (OOH, digital, TV and other advertising media) drive consumers into stores. Cuebiq’s latest benchmarks report shows OOH outperforms all other competitive media, with its ubiquitous, unskippable and often close to the point-of-sale formats.
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 HOW ADVERTISING WORKS TODAYThe Advertising Research Foundation's ground-breaking study on the importance of using a media mix in today's complex ad environment…
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 Advertising Effectiveness - Binet & FieldExamines both short and long term ingredients of advertising effectiveness, resulting in allocation recommendations of 60 percent brand building and 40 percent sales activation.
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 Art Everywhere USFive leading US museums came together in 2014 to celebrate the history of American art through great works from each of the museums’ collections.This collaborative effort was the first of its kind in the US and followed a successful 2013 version in the UK, that was repeated in summer 2014.
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 Vote To Count WhitepaperHow out of home drove engagement and awareness in a year of political turbulence and traditional media channel disruption
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