An Entropy event with ISBA: maximising the impact of OOH


This event was held with ISBA on Friday 24th at 1030-1130. If you are an ISBA member please contact us to access the recording. 

Entropy’s econometrics business has led an industry-wide project over the last few months that has uncovered that most advertisers aren’t measuring OOH optimally.

Two central findings are:

  • 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’ve also put together a checklist summarising some other key actions you can take to maximise the impact of your campaign





Event overview 


ISBA have championed this industry-wide project led by Entropy that has uncovered that most advertisers aren’t measuring OOH optimally.

As a solution to this problem Entropy have put together practical guidelines and a wider industry plan to enable advertisers to maximise and measure the effectiveness and efficiency of different forms of OOH advertising.

What is covered

In order to put these recommendations together Entropy has comprehensively engaged with all the major stakeholders in the OOH industry including ISBA members, the media owners, agencies and MMM suppliers.

In this session Entropy will demonstrate why we need a step change in how advertisers measure OOH media. They’ll give practical guidance so you know what to ask your MMM supplier and creative and media agencies in order to get the best ROI from your investment.

The best-practice guidance will focus on econometric measurement but also cover creative considerations.

Who is it aimed at

Any marketing and advertising member using or thinking of using OOH media.

About the presenters

Entropy is a one stop shop for eCommerce and a global marketing consultancy.

Alex Tait and Dan Rimmer from Entropy’s econometric business will run the session.

Dan is a respected econometrician and analytics leader with 20+ years’ experience in the marketing effectiveness field.

Before joining Entropy Dan spent the first 7 years of his career at Gain Theory (ohal) where he led projects for some of the world’s best known brands in FMCG/CPG, Retail, Telecoms and Leisure.

This was followed by 10 years at Kellogg’s, where Dan was Director of Marketing Effectiveness and Business Analytics for Europe, Middle East and Russia.

Before founding Entropy Alex was the UK Media and Marketing Services Director at Unilever. He has also worked in varied senior digital and eCommerce leadership roles at American Express, Kellogg’s and Royal Mail.

Register for the event here

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