Original article by Media4Growth.
Addressing the Geopath/OAAA National Convention being organised in New Orleans, Jim Spaeth, Co-Founder of Sequent Partners, a New York-based analytically-driven consulting firm on media investments and brand building, shared his insights on how to work out the best ROI on OOH campaigns. Speaking on the theme ‘Don’t Let An ROI Model Ruin Your Day! – 5 ways to turn around death by marketing mix or attribution models’, Spaeth pointed out the key challenges that result in poor OOH ROI estimates: (i) How far off the OAAA OOH norms were they? (ii) Were formats evaluated individually, or was their performance averaged? (iii) Was the creative good? (iv) Did the data in the model reflect market GRPs as actually ran? (v) Was it sufficiently granular?
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