Explore Zoho's Brand Lift study, showcasing the impact of their outdoor advertising campaign with impressive results and insights into OOH advertising effectiveness.

Introduction

In partnership with its client, Zoho, a global technology company that provides cloud-based business software, Tractor recently launched its inaugural Brand Lift study. The study was conducted across 198 geo-fenced premium locations across the country in April 2024.

Zoho's Outdoor Advertising Campaign

Zoho was the business technology partner for the Betway SA20 that took place earlier this year. During that period, Zoho ran both online and OOH (Out-of-Home) ads. The study aimed to understand the impact of Zoho's outdoor advertising campaign.

The survey was broadcast across websites and mobile apps, with a total of 300 respondents completing it—150 of whom recalled seeing the ad and 150 who did not.

Ad recall also performed well, with 53% of those who recalled the ad stating they had seen it more than once. “The overall campaign had an impact score of 59%, which is well above average, indicating a good perception of the ad and the brand,” said Mouton. She added that the impact score is calculated based on the performance of all KPIs compared to global benchmarks.

Key Findings of the Study

When considering individual KPIs, Tractor saw a lift across all KPIs, with three out of four KPIs performing well above the global benchmark. “A 2% brand attribution was achieved,” says Mouton. “Our most significant findings demonstrated a 32% increase in ad likability; a 27% improvement in brand image; and a 37% increase in specific brand image.”

“Thus, attribution evaluates the quality of the message by assessing the share of the audience that associated Zoho with the ad they were exposed to. It also acts as an attention metric, helping to measure consumers’ focus on the advertising.”

Measuring and Future of Outdoor Advertising

Mouton says that the performance of outdoor advertising is becoming more measurable at every stage of the sales process; from determining brand awareness to assessing online and offline visits and tracking purchases.

“This study was a significant milestone for us as it provided invaluable learnings for our future planning, and it also means that we can now offer optimization on out-of-home messaging and positioning. This granular level of data and analytics will help shape and refine OOH campaigns for maximum impact, delivering tangible results for our clients.”

Conclusion

“Our objective behind sponsoring the SA20 was to strengthen our presence in the South African market. By integrating OOH advertising, we wanted to enhance our visibility and connect with the community on a more personal level. It was also important to measure the true impact of the OOH campaign, which is what Tractor helped us gauge. The study helps us understand the effectiveness of the OOH ads, as well as what we can do to make our next campaign more effective,” said Andrew Bourne, Regional Head of Africa at Zoho.