Our ground breaking project uncovered that most advertisers aren’t measuring OOH optimally.
Two central findings from our project were:
- When OOH is measured correctly it will likely perform better in MMM models
- By measuring OOH correctly you’ll be able to optimise your plans to further increase OOH effectiveness
We also put together a checklist summarising some other key actions advertisers can take to maximise the impact of their campaigns.
Our recommendations provide best practice for advertisers but also ultimately constitute a change programme for the OOH industry.
We also provided best practice guidance for creative development.
Read about the Entropy MMM data standard and request your copy of the project summary here.