Measuring OOH Advertising with Ty Tinker

FiredUp! - The Startup Marketing Podcast

Traditionally, out-of-home advertising has been limited to brand awareness rather than direct response campaigns as it has been difficult to measure. Advancements in technology have created the opportunity for more specific and scientific measurement approaches. Ty Tinker, Head of Analytics at AdQiuck joins us to break down how we can use new technology for more targeted and flexible OOH advertising campaigns. This week, episode 31 of the FiredUp! podcast is about measuring OOH advertising!

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In this episode of the FiredUp! podcast, Ty Tinker shares how advancements in technology have changed the approach to measuring out-of-home advertising efforts and actionable steps you can take right now to establish the incrementality of your campaigns.

Ty Tinker is the Head of Analytics at AdQuick, a platform for planning, executing, and measuring out-of-home advertising campaigns. He is an innovative, forward-thinking data scientist with 4 years of experience using quantitative and qualitative methods of measuring.

Ty, Morgan, and Ian discuss:

• Mobile device data can be used to calculate impressions and attribution, using audience segmentation and targeting to track performance and measure success.
• Retargeting out-of-home exposed audiences can amplify the impact by reaching them through other digital channels.
• AI and machine learning play a significant role in unlocking the correlation between out-of-home advertising and performance.
• Startups should view out-of-home advertising as an experiment, set up hypotheses, and measure the results.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH TY TINKER:

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Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

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Bölümler

1. Measuring OOH Advertising with Ty Tinker (00:00:00)

2. Out-of-home advertising measurement traditionally viewed as brand play, but new methods provide more specific lower funnel impact insights. (00:03:19)

3. Out-of-home measurement focuses on incrementality, stripping down marketing mix to isolate campaign impact. (00:06:41)

4. The importance of measurement in marketing, citing challenges in meeting expectations from different business sources. (00:13:48)

5. Using mobile location data to measure the effectiveness of out-of-home advertising campaigns. (00:17:12)

6. How to use variance in ad data to measure campaign impact. (00:23:11)

7. Benchmarking and creative work can help prove targeting, despite measurement challenges. (00:26:32)

8. Pairing digital and out-of-home advertising to keep a brand top of mind with multiple touchpoints. (00:33:09)

9. AI and ML are transforming out-of-home measurement by unlocking correlation and causation, enabling generative creative, and improving experimentation and testing. (00:37:11)