Why Measurement Will Be the Key to Brand Success
In the world of Out-of-Home (OOH) advertising, measurement is more than a tool; it's the key to driving brand success. As the industry continues to evolve, it is clear that without effective measurement, brands are left to navigate the complexities of an increasingly competitive media landscape with uncertainty. In this blog, we explore why measurement is vital for OOH campaigns and how it can drive better results.
The Power of Measurement: What Gets Measured, Gets Done
The saying "What you can’t measure, you can’t manage" rings particularly true in the OOH market. In fact, it is a fundamental principle that shapes the industry today. As Geoff Lyons, a prominent figure in the OOH advertising world, explains, measurement is at the core of campaign success. It ensures that what gets measured gets done, and what gets measured and fed back gets done well.
At a recent conference, Lyons shared a story of a marketing leader whose strategic focus was crystal clear: reach is crucial. By widening the top of the funnel to capture the maximum audience, ensuring the middle of the funnel is engaging, and driving quality at the bottom to close sales, they prioritize measurable results. "If it works, we’ll do it again, but even better" is their mantra. This clarity, combined with proper measurement, leads to greater effectiveness and efficiency in campaigns.
OOH: A Key Driver of Brand Success
OOH advertising is one of the most powerful tools for building brand awareness and driving engagement. It offers a unique ability to reach large audiences, and when measured effectively, its true value becomes apparent. Measurement helps optimize campaign planning, ensures accountability and transparency, demonstrates effectiveness, and captures the all-important attention of audiences.
At PML Group, we focus on not only helping brands win attention but also quantifying it. Through a strategic framework of Plan, Action, and Review, we use tools that deliver comprehensive measurement at every stage of a campaign, from planning to execution.
The Importance of Planning: “Preparation is the Key to Success”
Effective measurement begins with data-led planning. By using audience and market insights, we can deploy the right OOH tactics to achieve specific goals. The upcoming launch of the Outdoor Media Association's (OMA) enhanced JNOR will provide an even more powerful planning and review tool. This will incorporate Digital OOH, updated travel surveys, and panel data to offer new insights into audience behavior.
In 2025, next-generation census data will allow brands to better understand where consumers live, work, and play, helping them deliver more sophisticated reach. OOH's ability to physically root brands in communities and create a familiar presence is invaluable. With the right measurement tools, brands can optimize their messaging to be contextually relevant and targeted to the right audience at the right time.
Taking Action: “The Future Depends on What You Do Today”
Once the campaign is planned, measurement continues to play a crucial role in ensuring that brands show up at the right time and place with the right message. With tools like PML Group's Liveposter platform, brands can dynamically optimize digital OOH displays, delivering relevant messaging along the path to purchase. This type of precision is especially useful for brands looking to align online and offline retail messaging.
In 2025, brands will take advantage of the flexibility in OOH to drive purchases both online and in-store. The dynamic nature of digital OOH allows for creative flexibility, while classic OOH formats maintain their strength in building brand recognition and trust. By continuously testing and refining campaign creative, brands can ensure that their messaging is as effective as possible.
Review: “I Am Still Learning”
The final step in the measurement process is review. At PML Group, our IMPACT effectiveness research measures over 1,000 OOH campaigns each year, providing insights into key metrics like recall, design rating, relevance, and response. This ongoing research shows that by continuously refining campaigns through testing and measurement, brands can improve performance and achieve greater success.
In 2024, OOH has seen a 15% increase in value compared to 2023, and this growth is driven by brands across various categories, including retail, drinks, and media. As we move forward, the importance of campaign verification—ensuring accountability and transparency—will continue to be a key focus.
The Sustainable Future of OOH
As the OOH industry embraces sustainability, measurement remains at the heart of this transformation. From using recycled materials and water-based inks to reducing carbon emissions, OOH media is making significant strides in sustainability. In 2024, PML Group introduced recycled and recyclable materials for large-format posters, continuing its commitment to eco-friendly practices.
Looking ahead to 2025, PML Group will continue to lead the charge in sustainable OOH practices, with measurement playing a central role in driving these initiatives.
Conclusion: Never Stop Learning
The true value of OOH is unlocked through measurement. By using data-driven insights and continuously refining campaigns, brands can optimize their OOH strategies to achieve better results. As the industry moves into 2025, measurement will remain a crucial element in driving brand success. At PML Group, we believe that what gets measured gets done, and through ongoing learning and refinement, we can continue to deliver impactful OOH campaigns that drive brand success.
As we reflect on the wisdom of leaders like Alexander Graham Bell, Mahatma Gandhi, and Michelangelo, it's clear that their timeless words still hold relevance in today’s data-driven, AI-enhanced world: “Preparation is key, the future depends on what we do today, and never stop learning.”
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