Vicinity Media technology proves out-of-home advertising effectiveness

Vicinity Media has launched new technology named Omnichannel Analytics™, designed to prove the effectiveness of out-of-home advertising, such as digital billboards. While digital advertising has traditionally offered precise data on clicks and conversions, measuring the direct sales impact of outdoor advertising has been more challenging.

The new system focuses on three key metrics: "Visit Uplift" measures how many individuals exposed to a billboard subsequently visited a store selling the brand's products. "Web Uplift" tracks increases in website traffic during advertising campaigns, and "Local Search Uplift" measures spikes in brand searches within the advertised geographic areas.

Vicinity Media states that the technology utilizes factual data rather than probabilistic estimations. For instance, a men's skincare brand used "Visit Uplift" to verify the effect of specific billboards on store visits. A fashion retailer observed a 24.4% increase in website traffic to their children's clothing section in areas where the campaign ran, using the "Web Uplift" metric.

"Local Search Uplift" helps brands determine if they have selected the optimal advertising locations to reach their target audience. During a fast-food chain's campaign in Cape Town's CBD, an increase in searches for local branches was noted, indicating heightened consumer interest.

Vicinity Media's Omnichannel Analytics™ distills data into three clear signals: Did we get noticed (Local Search Uplift)? Did we drive traffic (Visit Uplift)? Did we change behavior (Web Uplift)? This straightforward approach is intended to help brands more confidently justify their out-of-home advertising investments.