Summary
Partnering with On Device research we investigated the synergy between DOOH & Mobile advertising for a campaign in the real world, utilising a first of its kind methodology.
The cross-media exposure technique combined passive handset location tracking to measure exposure to DOOH with controlled OTS of the corresponding ad through individual's personal social media feeds. Device IDs were cross-referenced and excluded from British Gas' organic social delivery to ensure maximum validity of sample groups based on media exposure.
This ground-breaking approach eliminated any customer bias from claimed exposure to DOOH, allowing us to accurately identify who had...