oOh!media is removing buying packs across digital street and rail broadcast networks, enabling brands to maximise marketing investment by offering tailored buying opportunities based on environment, location, and audiences.
It comes as findings from oOh!’s Brand Buyer Tracking (BBT) effectiveness studies show a more than 50% increase in buyers of brands that ran Out of Home campaigns across oOh!’s broadcast network, consisting of street, retail and rail small format environments.
Using anonymised customer spend data over the past 18 months, BBT evaluated 46 campaigns that ran exclusively on one or more of its small format broadcast networks, with results showing significant uplifts across marketing metrics including purchase uplift, new customer acquisition, market share and brand penetration.
Campaigns on oOh!’s broadcast network saw brands achieve a 56% increase in buyers during the campaign period on average, a figure over three times greater than the category they compete in, with a 76% increase in the number of buyers in the post campaign period.
BBT attribution analysis also revealed brands achieved a 7% increase in the conversion of new customers, 66% greater than the category they compete in, and a 21% increase in market share.
Bel Harper, executive group director of product strategy, oOh! said removing digital sales packs across street and rail means oOh! is making it easier to drive better results for its customers.
“To demonstrate real outcomes across the retail, street and rail environments, oOh! is leading the sector with its comprehensive BBT attribution suite which provides key metrics not easily available to most brands," said Harper.
"Accessible by up to 400 clients a year, BBT enables a clear understanding of campaign' effectiveness when using the oOh! network, either in isolation or in conjunction with other media such as digital and TV.”
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