OUTFRONT AND STREETMETRICS TEAM UP TO OFFER GROUNDBREAKING MEASUREMENT PROVING EFFECTIVENESS OF BUS ADVERTISING UP AND DOWN THE FUNNEL

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OUTFRONT and StreetMetrics have joined forces to revolutionize bus advertising measurement, proving its effectiveness in driving positive outcomes for brands. The partnership focuses on dynamic measurement and attribution analysis, showcasing the shift towards lower funnel metrics to demonstrate the value of out-of-home (OOH) advertising in omnichannel marketing. Through various attribution studies, it has been established that bus advertising not only increases brand awareness but also drives consumers down the funnel, leading to actions like website visits, app downloads, and store visits. This collaboration is a game-changer in the industry, providing actionable insights to clients and highlighting the impact of bus advertising on overall marketing strategies.

Buses Drive Big Business for Brands, According to Several New Attribution Studies 

NEW YORK and BIRMINGHAM, Ala., April 26, 2024 /PRNewswire/ -- OUTFRONT Media (NYSE:OUT), one of the largest out-of-home media (OOH) companies in the U.S., and StreetMetrics, a leader in Moving OOH (MOOH) measurement, have partnered to enhance dynamic measurement for bus advertising campaigns. Through this alliance, the two companies are teaming up to bring dynamic measurement and attribution to the industry.

OUTFRONT and StreetMetrics have come together to show that bus advertising can lead to positive outcomes for brands taking advantage of it. And together, OUTFRONT and StreetMetrics are taking a new step that aims to leverage dynamic data to plan, to uncover campaign insights, and provide attribution analysis for bus advertising.

Marketers have long recognized that placing their brands on bus exteriors provides mass reach and connects with consumers along their journeys and that campaigns are seen by riders, pedestrians, and others along each route. However, through qualitative research, a transformative shift of how bus advertising is being leveraged by brands has now become apparent. Beginning in 2020, of the attribution studies commissioned by OUTFRONT across all media, 90% were focused predominantly on brand lift, but the pendulum has swung: over 50% of the studies commissioned in 2023 alone has been dedicated to lower funnel metrics (e.g., store/website visits and app downloads), demonstrating brands' changing perception of the value and role of OOH in omnichannel marketing.

Said Christina Radigan, SVP, Strategic Research & Insights, OUTFRONT: "While measurement is table stakes, we are seeing and proving a paradigm shift in OOH's role in the overall marketing mix. StreetMetrics' groundbreaking tools and data are enabling advertisers to understand the value proposition of bus advertising by offering a continuum of data to plan, reconcile (in the future) and ultimately connect that exposure with lower funnel behaviors through attribution.  We are transforming how advertisers and marketers can look at bus advertising, well beyond its power to showcase brands with proof points to support what we've known all along – that bus advertising works." 

This partnership ties into the OUTFRONT Powered By Audiences (PBA) strategy, putting data at the center of its approach to positively impact its clients' businesses. Leveraging StreetMetrics' measurement and analytics capabilities, OUTFRONT is able to share to its clients actionable insights that measure media performance, and provide campaign effectiveness and ROI for bus advertising, similar to digital media.  This shows that bus advertising can be effective in accomplishing advertisers' performance goals and will also enable bus advertising to be included in multi-touch attribution (MTA) and media mix modeling (MMM).

OUTFRONT, in partnership with StreetMetrics, conducted several attribution studies across a variety of categories, which produced great results. For example, in spring 2023, a popular app took to the streets with a myriad of bus ad formats and StreetMetrics' analysis showed that those exposed to the ads were 79% more likely to download the app.

OUTFRONT through StreetMetrics has seen similar client success in driving website visitation and store visitation using bus advertising. For example, Sheertex ran a 4-week campaign in New York with the intention of increasing visits to their website. Those exposed to the bus ads, overall, were 98% more likely to visit the website than those not exposed, additionally, those exposed to the bus ads were 117% more likely to reach the checkout page than those not exposed. The Wendy's Company ran a campaign in its Boston division, and we found that those exposed to the bus ads were 63% more likely to visit a Wendy's in the area than those not exposed. All proving that bus advertising not only creates awareness but can drive consumers down the funnel.

While OUTFRONT has successfully used these attribution solutions to show that exposure to bus advertising can lead to a positive change in consumer behavior, the ultimate aim is to use the StreetMetrics' data set through the entire campaign lifecycle from planning to attribution and leverage those insights to inform and optimize future campaigns.

Drew Jackson, CEO, StreetMetrics: "Recognizing the demand for transit advertising measurement metrics like reach, frequency, and impressions, the StreetMetrics technology was born out of the industry's need for reconciled transit out of home advertising measurement. Our partnership with OUTFRONT further proves that measuring lower funnel metrics like store and website visits is a priority for advertisers and media operators alike. With StreetMetrics' trusted measurement and attribution solutions, OUTFRONT has been able to move the needle with its customers, offering a never-before-seen look into how bus ads are really performing."

About StreetMetrics
StreetMetrics is a media measurement company serving the out-of-home advertising industry. StreetMetrics' planning, measurement, and attribution solutions help media operators prove the return on investment for their out-of-home ad campaigns. For more information, visit www.streetmetrics.com or follow us on LinkedIn.

About OUTFRONT Media Inc.
OUTFRONT leverages the power of technology, location and creativity to connect brands with consumers outside of their homes through one of the largest and most diverse sets of billboard, transit, and mobile assets in North America. Through its technology platform, OUTFRONT will fundamentally change the ways advertisers engage audiences on-the-go.

OUTFRONT Media Contacts:
Matt Biscuiti
The Lippin Group 
212-986-7080 
outfront@lippingroup.com

Courtney Richards
OUTFRONT Media
 646-876-9404
courtney.richards@OUTFRONT.com

Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com

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SOURCE OUTFRONT Media Inc.

FAQ

What is the partnership between OUTFRONT and StreetMetrics about?

OUTFRONT and StreetMetrics have partnered to enhance dynamic measurement and attribution analysis for bus advertising campaigns, showcasing the effectiveness of bus ads for brands.

What shift has been observed in the perception of bus advertising by brands?

Brands have shifted towards focusing on lower funnel metrics in bus advertising, such as store/website visits and app downloads, instead of just brand lift, highlighting the evolving role of OOH in omnichannel marketing.

How has OUTFRONT utilized StreetMetrics' capabilities to measure bus advertising effectiveness?

OUTFRONT has leveraged StreetMetrics' measurement and analytics tools to provide actionable insights to clients, showcasing the impact of bus advertising on media performance and ROI, similar to digital media.

What success stories have emerged from the OUTFRONT and StreetMetrics partnership?

Several attribution studies across different categories have shown positive results, with examples like a popular app seeing a 79% increase in app downloads and Sheertex experiencing a 98% increase in website visits through bus advertising.

How does StreetMetrics contribute to the measurement of bus advertising effectiveness?

StreetMetrics offers trusted measurement and attribution solutions that focus on lower funnel metrics like store and website visits, providing a comprehensive view of how bus ads are performing and impacting consumer behavior.