Automotive

Automotive

WE SHOWED HOW OOH IMPACTS AUTO SALES

An automotive dealer association promoted an annual sales event using multiple media formats in a top 5 DMA. OUTFRONT wanted to better understand the correlation of OOH and the impact it had on auto sales in the market.

INSIGHTS

RESULTS

17%

increase in buy rate when exposed to OOH

SOURCE: OUTFRONT COMMISSIONED STUDY WITH NINTH DECIMAL, POLK AUDIENCE MEASUREMENT SOLUTIONS BY IHS MARKIT, 2019

STRATEGY & TACTICS

THE FACTS

Strategically Placed

The campaign ran in a single-market, top 5 DMA. While the campaign featured transit and digital OOH, the results are based solely on the measurement of static bulletins over 7 weeks.

Right Partners

We partnered with Ninth Decimal, who has an established relationship with IHS Markit/Polk Measurement Solutions, which has most of the auto registration data. We then gave the static billboard locations to NinthDecimal who geofenced the locations, collected mobile ID’s then passed them to IHS/Polk to do a sales match.

Control vs. Exposed Methodology

Using a control vs. exposed methodology we were able to compare new auto sales to determine if those who were exposed to OOH were more likely to purchase a new vehicle.

CASE STUDIES

ADDITIONAL CASE STUDIES

Thank you!