OUTFRONT Media, a leading provider of out-of-home media solutions in the U.S., and StreetMetrics, specialists in transit advertising analytics, have announced a partnership aimed at transforming the measurement of bus advertising effectiveness through innovative data-driven techniques.
This strategic alliance leverages StreetMetrics’ advanced measurement tools and OUTFRONT Media’s extensive advertising network to introduce a new dimension of data analytics into bus advertising, making it possible to trace ad impact from initial exposure to direct consumer responses, such as website visits and in-store purchases.
Traditionally, bus advertising has been appreciated for its broad reach and visibility. However, recent trends indicate a shift towards more targeted and accountable advertising methods that align closely with digital advertising’s precision. According to OUTFRONT Media’s recent studies, there has been a significant move towards measuring lower-funnel metrics—critical indicators of direct consumer engagement and conversion. These metrics include actions like website visits, store visits, and app downloads, reflecting a deeper understanding of advertising effectiveness in driving real-world outcomes.
Christina Radigan, OUTFRONT’s Senior Vice President of Strategic Research & Insights, emphasized the shift in industry perspective, “While basic measurement has been foundational, we are now witnessing a significant transformation in how out-of-home advertising is integrated and evaluated within the broader marketing mix. With StreetMetrics’ sophisticated measurement capabilities, we are providing advertisers with a deeper understanding of how bus advertising drives consumer behavior across all stages of the purchase funnel.”
The integration of StreetMetrics’ technology into OUTFRONT’s bus advertising campaigns marks an important step towards aligning out-of-home advertising strategies with data-centric, performance-focused digital marketing practices. This approach allows for the inclusion of bus advertising in complex attribution models, such as multi-touch attribution (MTA) and media mix modeling (MMM), which have traditionally been utilized in online marketing to gauge the effectiveness of various advertising inputs across multiple channels.
The results of this partnership have already begun to show promise. In one case study from spring 2023, a mobile app campaign that utilized bus advertising demonstrated a 79% increase in app downloads among consumers exposed to the ads. In another campaign, the textile company Sheertex observed a 98% increase in website traffic and a 117% increase in checkout page visits among those exposed to their bus ads, proving the powerful conversion potential of this medium.
Drew Jackson, CEO of StreetMetrics, highlighted the importance of their collaboration, stating, “The demand for measurable, impactful transit advertising solutions has driven the development of our technology. By partnering with OUTFRONT, we are not only measuring traditional exposure metrics but also connecting those exposures to tangible consumer actions, reinforcing the value of bus advertising in a modern marketing strategy.”
For more info visit: https://www.outfront.com/ https://www.streetmetrics.com/
