Measuring Conversion in Outdoor Advertising: Myth or Reality

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For a long time, the conversion of outdoor advertising remained outside the field of view of any rational analytics. But modern developments using big data from mobile operators allow not only to calculate the audience size of such advertising, but also to evaluate the level of efficiency of its use in the media split.

For example, the use of Vostok-Media street billboards with advertising announcements allowed Dixy Group to increase the conversion rate of downloads of their applications by 6%.

Measuring Conversion in Outdoor Advertising

The well-known outdoor advertising pharmacy database operator of the Moscow region, Vostok-Media, together with Dixy and MTS, announced the results of the PR activities of the loyalty program "Dixy Friends Club". It was shown on TV, online, in stores and on street billboards in the Moscow region. Before the launch of the program, Dixy predicted the penetration of loyalty cards at the level of 40%, but the final result was 62%. Such indicators were planned to be achieved only by the end of 2021.

To measure the effectiveness of outdoor advertising, the company's final results were compared in two cities, in one of which ads were shown only on TV, in digital and at points of sale, and in the other, outdoor advertising was added to this. Ultimately, the conversion without "outdoor" was 9%, and with its use - 15%.

The measurements were based on big data from the mobile operator MTS, which actively uses this area for media analytics, development of PR strategy and calculation of its productivity. With the help of Big Data, it became possible to identify users who contacted advertising and select only those who performed the target action, and enrich the data with segments. The method created by MTS allows calculating the level of feedback from billboards of any type, including those not connected to the power grid.

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But there is another important innovation. The Russ Outdoor group of companies, specializing in outdoor PR, and the Vnukovo Outlet Village outlet center, together with NPO Analytics and Synaps Labs, launched the first omnichannel advertising program. This project is distinguished by the ability to calculate conversion for the UN format. The international team of Synaps Labs provides information for further targeting of the audience to narrowly focused segments, and NPO Analytics collects MAC addresses of mobile phones of car owners from such segments.

The advertising program works with several tools at once. With the help of Synaps Labs and digital constructions of Russ Outdoor, premium audience groups are targeted, to which advertising from Vnukovo Outlet Village is shown. At this point, NPO Analitika uses Wi-Fi sensors to recognize mobile phones that are in cars driving near the billboards. Advertisements of the corresponding brand are shown to a specific audience, but already online.

Among other things, the conversion is calculated after the ad is shown in 2 media. This is made possible by Wi-Fi sensors that are fixed in the outlet, as well as special video cameras located in the parking area of ​​the outlet. They record passing vehicles and compare them with those cars that were found near the billboards with advertising. With the help of all this, the ratio of all motorists to the number of people who eventually drove into the shopping center is determined.

Let's look into this in more detail. Synaps video cameras, which are located on special Russ Outdoor structures in the Third Transport Ring area and on outbound highways, recognize cars at a distance of up to 250 meters from advertising boards. Moreover, this does not depend on the time of day or the lane in which the car is moving.

The devices record the brand of the vehicle, its year of manufacture and cost, after which it is distributed into a specific segment. The target audience was owners of vehicles with a cost starting from 1,500,000 rubles. The choice was based on traffic analysis in the outlet parking area before the start of the advertising program, as well as on the marketing objectives of Vnukovo Outlet Village.

Every 7.5 seconds, the number of target audience in the car flow is analyzed and the switching of advertisements begins in case of an increase in its concentration. Thus, it is possible to achieve optimal coverage of the target audience. Due to the fact that the advertisement is viewed by all motorists at once, and not only by the target ones, correct targeting is necessary. With its help, the video is launched only during the time of the greatest number of target audience.