Situation
With social media emerging as a strong competitor to classic out-of-home (OOH) campaigns, it has become more important than ever to ensure that OOH campaigns are well targeted and impactful. Campaigns must not only reach the target audience, but also have a measurable impact on perceptions of, and awareness of, the brand the campaign concerns. Data-based insights into campaigns’ impact and value therefore increasingly go hand in hand with campaign execution.
Complication
For advertising and marketing agencies, however, credible impact evaluations of their OOH campaigns can be made more difficult by narrow target-group definitions of the intended audience. How do you obtain feedback from niche target groups, such as high-net-worth individuals (HNWI's), who can be hard to reach? Add to that the challenge of collecting useful feedback from people who have and have not been exposed to the campaign in complex and diverse environments such as international airports.
Recommendation
Due to the global mix of travellers in airports, target groups across geographical, social and demographic divides can be used to the advantage of campaign measurement, if approached smartly. And because campaign exposure and evaluation in airports take place within the same closed environment, this enables experimental research designs that ensure the validity of evaluations. On this basis, Epinion has carried out numerous campaign measurements and evaluations for marketing agencies, including JCDecaux, Talon and Posterscope, in airports, thereby providing essential data-driven insights for current and future campaigns for major international brands.
