Out of home (OOH) advertising has always been a valuable channel for marketers. However, one significant challenge has persisted for years - the lack of robust attribution tools. OOH advertisers often struggle to measure the impact of their campaigns accurately.
But there's good news: AdQuick has solved the OOH attribution puzzle and elevated this to a first class citizen in the product. In this blog post, we'll discuss how to do it and explain why most agency and out-of-home advertising companies may not offer this solution which we see as table stakes.
Before we delve into the solution, let's understand the hurdles that have kept OOH attribution out of reach for many marketers:
- Data Silos: Many agencies and media owners store their data offline, typically in presentations or spreadsheets. This format makes it incredibly difficult to analyze and integrate data for attribution purposes.
- Technical Barriers: Setting up a data pipeline for OOH attribution can be complex, requiring expertise in data management and analytics. Most agencies and out-of-home media companies lack these technical capabilities.
- Resistance to Change: Change can be intimidating. Some partners may resist adopting new attribution methods due to fear of disrupting their existing processes or concerns about the learning curve.
- Cost Concerns: Implementing OOH attribution does come with associated costs. Some partners may be hesitant to invest in new tools or technologies without a clear understanding of the potential returns.
- Lack of Awareness: Surprisingly, many agencies and out-of-home advertising companies are simply unaware that effective OOH attribution is possible. They may continue using traditional methods, unaware of the innovative solutions available.
AdQuick has cracked the code on OOH attribution
Attribution is crucial for marketing. How is my OOH working at strategic and tactical levels? What insights can I use to optimize and improve outcomes over time?
AdQuick has the industry’s only in-flight, real-time performance dashboard powered by multiple integrations covering every online and offline KPI, including in-store foot traffic and sales, app events and online attribution.
You can measure and track performance KPIs such as attributed conversions, exposure conversion rate and frequency of exposure before conversion. Combined with the rest of our analytics suite and new products such as search lift, you can see the full picture of how your campaigns are performing.
Out of home advertising is too valuable to be left in the dark when it comes to attribution. Our team at AdQuick has invested a lot on solving this problem, as solutions are required and the rest of the ad industry has been absent offering it. With a unified data hub, simplified data pipelines, change management support, cost-effectiveness, and education, AdQuick empowers you to harness the full potential of OOH advertising seamlessly with measurement. It's time to step into the future of attribution and understand the true impact of your campaigns.