Intersection Deepens DOOH Data Insights, Expands Into New Ad Categories

Nguyen oversees the company39s data and attribution efforts including brand awareness foot traffic digital event measurement moving media measurement and a new initiative involving the pharma verticalIntersection leverages all aspects of OOH measurement including both established currencies such as location measurement from Geopath and strategic partnerships that add a range of capabilities so advertisers can gain deeper insights about the types of people who have seen their ads and how the ads prompt different behaviorsquotWe can measure various attribution studiesquot Nguyen explained quotOne example is website visitation We39ve done a lot in the last year with different types of brands We39re able to pixel the brand39s pages and see based on the exposure Did a consumer go to the website Did they go to a bookingconfirmation page It depends on the KPI key performance indicator the brand is looking to answerquotFurthering that insight Intersection can measure foot traffic with campaigns that involve moving media quotWe had a case study with a financial bank that39s pretty well known in the city of Chicagoquot she said quotWe were able to measure people who were exposed to the ad and if they actually went to those bank locationsquotIntersection is also exploring and expanding its range of categoryspecific measurement for sectors like consumer packaged goods and pharma tapping into sales data That is something that39s been available in other media sectors but not in OOH until now Nguyen notedFor pharmarelated campaigns Intersection can measure if someone was exposed to a campaign then answer such questions as Did they actually go to a healthcare provider who prescribed that specific drug If not that drug did it still drive visitation to a healthcare provider quotWe39re super excited to begin answering these categoryspecific questions that we haven39t been able to beforequot she saidHistorically OOH was only able to measure static media quotAnything that was a fixed locationquot Nguyen explained quotOut of home has evolved and isn39t stopping anytime soon With moving media our partners can help us track the GPS data from vehicles which are publicly available by the transit authoritiesquotOur bus measurement vendor StreetMetrics is able to create viewsheds based on the GPS data and actually see if there was a device ID that was exposed to that bus at that given timequot she continued quotI39ve worked for major news networks and music streaming companies that naturally had all of this data already But now we have it for out of home tooquotPeople generally associate large formats with billboards But they can also be found on moving media particularly on exterior buses Nguyen noted quotWhat39s really special about that is that buses are moving throughout our cities which expands the reachquot she saidIntersection has observed 123 million miles driven year over year across nine major markets quotWhen you think about that number it is super impactful for reachquot Nguyen added quotWe have observed more than 22 billion movingmedia impressions just in our major markets looking back the last year That is a really strong outcomequotThe data Intersection culls from all its platforms offers a variety of uses quotFrom a baseline we can measure impressions miles driven frequency and the amount of time someone is exposed to the adquot she said It culls demographic data based on household census blocks quotThen if someone is looking to really measure the effectiveness of the campaign and has a certain KPI key performance indicator we have the attribution solutions in place to help answer those questions for both static and digital mediaquotAn intriguing case study involved a teethaligners brand quotTheir KPI was to drive visitation to the websitequot Nguyen recalled quotThe client wanted to see if people went to their website and then actually ended up going to a booking page for an appointment or to purchase the aligners Their secondary KPI was to test multiple creatives on digital platformsquot Knowing that Intersection was able to also test multiple creatives Intersection ran four versions of the creative on buses and at the end of the campaign it broke out the visitation results for each helping the client determine which version was most effectivequotThe client ended up swapping out their creative midcampaign taking our recommendations and included a larger call to action to go on the websitequot she said quotThe results for the second study were just as effective if not morequotThe OOH measurement that39s available today will only get richer quotPeople are going to be able to measure their entire out of home media plan and package in digital TV or radio and understand the overall effectiveness because the data available in OOH will match the ad industry standardquot she addedquotThese metrics are not just going to be for people like me or data analystsquot Nguyen concluded quotIt39s going to be for sales folks It39s going to be for client success teams It could be for the creative teams It39s definitely going to be a tool that goes beyond just measurement and attributionquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Intersection Deepens DOOH Data Insights, Expands Into New Ad Categories

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Charlene Weisler

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