OUTFRONT Media and StreetMetrics Forge New Partnership to Measure Bus Advertising Impact

In a strategic move that could reshape the landscape of transit advertising, OUTFRONT Media, one of the largest out-of-home media companies in the U.S., has joined forces with StreetMetrics, known for its prowess in moving out-of-home (MOOH) advertising measurement. This partnership aims to revolutionize the way bus advertising effectiveness is quantified, extending from brand awareness right through to consumer action.

The collaboration will utilize StreetMetrics’ advanced measurement and analytics capabilities to offer advertisers unprecedented insights into the performance of their bus advertising campaigns. By harnessing dynamic data, the partnership intends to provide detailed attribution analysis, allowing for more targeted and effective marketing strategies.

Christina Radigan, OUTFRONT’s SVP of Strategic Research & Insights, highlighted the transformative potential of this alliance. “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.” Radigan stated. She emphasized that the focus on lower funnel metrics signifies a shift in how outdoor advertising is perceived and utilized within the broader marketing mix.

Recent studies conducted by the partnership underscore the efficacy of bus advertising in driving significant consumer engagement. For instance, a campaign by a popular app in spring 2023 revealed that individuals exposed to bus ads were 79% more likely to download the app. Other campaigns, such as those run by Sheertex and The Wendy’s Company, demonstrated similarly impressive results in increasing website visitation and physical store visits.

The partnership aligns with OUTFRONT’s Powered By Audiences (PBA) strategy, which places data at the heart of its operations to enhance client outcomes. The application of StreetMetrics’ tools promises to equip OUTFRONT with the means to deliver actionable insights akin to those provided by digital media, including the integration of bus advertising into multi-touch attribution (MTA) and media mix modeling (MMM).

Drew Jackson, CEO of StreetMetrics, also commented on the collaboration, noting the industry’s increasing focus on detailed metrics such as reach, frequency, and impressions, along with a stronger emphasis on proving the ROI of transit advertising through tangible lower funnel activities.

This partnership represents a significant advancement in the ability to measure and understand the full impact of bus advertising, potentially setting a new standard for how outdoor advertising is planned, executed, and evaluated across the industry.