OOH campaign measurement effectiveness

Looks at how accuracy, scale and transparency unlock footfall attribution for out-of-home campaigns.
  • Cuebiq, a location intelligence and measurement company, developed a proprietary algorithm to identify the users in its database exposed to the OOH campaign.
  • The process follows three key steps: setting viewing distance, understanding direction of travel and determining the roadway.
  • As a result it was able to create the exposed group, whereby analysis was then performed to understand the offline behavior of the exposed group compared to a control group of users.
  • In order to provide an unbiased estimation of campaign performance, a control group with similar geographical and behavioral proportions to the...

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