Reveal Mobile Launches Solution to Offer Authoritative In-Flight Campaign Insights
For campaign measurement to be effective, it needs to be accurate, relevant, and timely. While a number of modern analytics and attribution platforms have worked to address the first two points, it’s the last requirement — timeliness — that’s been difficult to achieve. Most measurement studies for outdoor campaigns aren’t available until several weeks after a campaign ends, and that’s a problem for marketers that need to make changes in real-time. Reveal Mobile is looking to change that.
The location-based marketing, analytics, and foot traffic attribution provider is launching an OOH measurement solution for mid-market brands today, designed to let marketers know how their OOH campaigns are performing while their campaigns are still running — a major improvement with the potential to radically impact the performance of outdoor campaigns.
“This new OOH measurement solution solves an important need in the market: It gives marketers authoritative measurement insights for OOH ad campaigns while the campaign is still in flight,” says Reveal Chief Marketing Officer Dan Dillon. “As a company focused on measuring campaigns with a physical component — a billboard, a brick and mortar store — we’re committed to being the one-stop shop for marketers who are measuring the business impact of their paid media, whether that’s via demand side platform, social media, out of home, or any other channel.”
Reveal’s “exposed-only” measurement studies are updated daily and viewable throughout an ongoing campaign. Marketers can see the impact their OOH campaigns have on people who saw their ads and track incrementality on physical store visits, website visits, checkouts, and mobile app activities. This in-flight optimization gives marketers a way to pivot campaigns to produce better outcomes while they’re still running.
According to a newly-released report from the CMO Council, 67% of marketers plan to add or improve in-flight campaign optimization as a media marketing capability in the next 12 months, and 40% believe optimizing media and audience for an in-flight campaign is “extremely” important.
Reveal’s new measurement solution builds on the company’s portfolio of campaign effectiveness reports, which include social media campaigns to store foot traffic, programmatic display campaigns to store foot traffic, OOH campaigns to store foot traffic, OOH campaigns to website actions, and OOH campaigns to in-app actions. The solutions are almost entirely designed for mid-market brand marketers, which have become a critical segment for Reveal in recent years.
“Mid-market brands and retailers often don’t have access to sophisticated OOH measurement reports because the reports are expensive and budgets don’t reach that far,” Dillon says. “As an acquisition channel, OOH warrants a place in a retailer’s media plans and warrants its own measurement. But these organizations have been left out because there has been no way to get reports quickly and cost effectively. They have had to wait until well after the campaign ends to understand if their OOH media dollars made an impact.”
Dillon believes it’s inevitable that OOH advertising will eventually be held accountable in the same way other digital channels are today. When that happens, brand marketers will need real-time, in-flight measurement tools to justify their worth.
“More marketers need to be able to show the value of their OOH media spend, no matter how big or small the brand they’re marketing for,” Dillon says. “This new solution gives all of these marketers access to what’s been available only to the largest advertisers around.”