Content

Platform aims to measure OOH effectiveness

Photo: iStock

October 5, 2021

LoopMe, an outcomes-based platform, has launched a measurement solution, PurchaseLoop Measurement, which provides real-time consumer brand lift measurement and analytics for OOH advertising, according to a company press release.

Designed for agencies, brands and publishers to measure media effectiveness throughout their campaigns, PurchaseLoop Measurement also provides analytics across media channels, including digital, CTV, digital audio.

"Consumer behavior has changed rapidly over the past 18 months, creating new challenges as brands try to measure whether their advertising is moving the needle," Chris Swarbrick, managing partner - ad technology strategy and coordination at OMG UK, said in the release. "LoopMe provides a unique offering that leverages real-time machine learning and artificial intelligence to find consumers where they spend the most time — on their mobile devices — and measures advertising effectiveness across brand metrics in a quick and scalable way, even as the market becomes more fragmented. LoopMe is paving the way for the next wave of brand measurement solutions that secure a true 1-1 connection between brands and consumers."

PurchaseLoop Measurement is being used by Omnicom Media Group UK and other agencies. Prior to this launch, customers could only use LoopMe's brand lift measurement across its own media delivery. With the introduction of this capability, agencies can apply holistic measurement across all media partners.

"LoopMe's new PurchaseLoop measurement solution enables Origin to measure the effectiveness of our Native CTV solutions while a client campaign is running, which is incredibly valuable," Stephen Strong, co-founder of Origin, said in the release. "Better still, with near real-time survey response data and Origin's unique ability to edit, and even change, the native content preceding our client's regular ad, we can proactively determine what the viewer might see next time, thereby vastly elevating the overall impact that brand has."

PurchaseLoop Measurement is also available to other media partners across digital, CTV, OOH and digital audio/podcasting, to provide campaign effectiveness data where it has been hard to measure. Current customers in those areas include Origin Media, Talon Outdoor, Pixability, Rakuten and Bidtellect. Some clients like the OAAA are using this technology to conduct market research to find first-party insights, while others such as ITN are using the platform to gain deeper insights and analytics on audiences for improving their capabilities for TV reach and impact.

"​​Talon's partnership with LoopMe empowers marketers to accurately measure the business impact of their OOH campaigns, and ultimately make smarter, better-informed decisions about how to optimize their media investments," Jonathan Conway, COO of Talon America, said in the release. "We look forward to continued collaboration with LoopMe in bringing their new PurchaseLoop Measurement studies to our clients to further prove the efficacy of OOH advertising as an outcomes-based channel, whether it's driving awareness, favorability, purchase intent, foot traffic or offline sales."

LoopMe was founded in 2012 and is headquartered in the U.K., with 11 global offices in New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Dnipro, Ukraine and Hong Kong.