Channel 4 Shows How Real-World Measurement Unlocks the True Impact of OOH

"Channel 4 has demonstrated how out-of-home (OOH) advertising can drive measurable brand impact when evaluated using real-world exposure data, through new analysis conducted with On Device. Using On Device's brand lift measurement approach, in collaboration with Talon, the leading independent out-of-home (OOH) agency, Channel 4 was able to move beyond traditional metrics such as opportunity-to-see (OTS) and recall, instead measuring campaign performance based on real exposure from real people in real environments."

"The analysis highlights the growing gap between how OOH is bought today, as a dynamic, programmatic and highly targeted channel, and how it is traditionally measured. By applying passive, GPS-based measurement, Channel 4, working with Talon, was able to build a clearer understanding of how its campaigns perform across the full brand funnel."

"Results from the study show that OOH can play a significant role in shaping brand outcomes, both within the channel and across the wider media mix. Analysis of Channel 4's campaign for detective drama, Patience, demonstrated above-benchmark performance across key brand metrics. The campaign delivered a +4pp uplift in consideration, compared to an OOH benchmark of +1pp, and a +9pp uplift in favourability, significantly outperforming the category benchmark of +0.9pp."

"Similarly, Channel 4's campaign for the reality show Tempting Fortune, showed strong gains across both awareness and intent metrics. The campaign delivered a +3pp uplift in awareness, compared to an OOH benchmark of +1.7pp and an OOH entertainment benchmark of +1.6pp. It also achieved a +7pp uplift in viewing intent, outperforming both the OOH benchmark (+2pp) and OOH entertainment benchmark (+3.5pp)."

Channel 4 used On Device’s brand lift measurement approach, with Talon, to evaluate out-of-home advertising using real exposure from real people in real environments. The analysis addressed a measurement gap between programmatic, dynamic, and targeted OOH buying and traditional metrics such as opportunity-to-see and recall. Passive GPS-based measurement enabled assessment across the full brand funnel. Results showed OOH can shape brand outcomes within the channel and across the wider media mix. For the detective drama Patience, OOH delivered above-benchmark uplift in consideration (+4pp vs +1pp) and favourability (+9pp vs +0.9pp). For Tempting Fortune, OOH increased awareness (+3pp vs +1.7pp) and viewing intent (+7pp vs +2pp), outperforming category and entertainment benchmarks.

Read at Exchangewire