StreetMetrics Launches First-Ever Multi-Format Measurement and Attribution Study for the Out-of-Home (OOH) Industry

BIRMINGHAM, Ala., December 05, 2024–(BUSINESS WIRE)–Today, StreetMetrics, a leader in Out-of-Home (OOH) media measurement and attribution, announces the successful completion of the OOH industry’s first-ever multi-format measurement and attribution study. This milestone study was conducted in partnership with global digital marketing agency, PMG. Together, the two companies delivered a comprehensive analysis of PMG’s multi-format OOH campaign in New York City, offering unprecedented insights into the effectiveness of various OOH formats.

StreetMetrics’ multi-format measurement study included five media operators in New York City, representing a range of OOH formats: Digital Taxi Toppers, Digital and Static Street-level media, and premium bulletins. The campaign, piloted for a major luxury retailer, resulted in significant findings, with exposed individuals being 214% more likely to convert than those not exposed to the campaign, underscoring the power of multi-format OOH advertising to drive meaningful engagement and measurable outcomes.

“Our partnership with StreetMetrics represents a major advancement for the OOH advertising industry as a whole,” said Jennifer Farquhar, OOH lead at PMG. “Before this collaboration, achieving a unified, comprehensive view across multiple OOH formats was out of reach. Now, thanks to our shared commitment with StreetMetrics to drive innovation and deliver data-driven insights, we’re excited about the transformative possibilities for OOH advertising.”

For too long, lower-funnel attribution in OOH advertising has been fragmented, with operators providing insights on a per-format or per-operator basis. This made it nearly impossible for marketers and agencies to assess the full impact of an OOH campaign, particularly when multiple formats were employed. To capture a larger share of performance marketing budgets and expand beyond its current 4% of total ad spend, the industry needs a more integrated, format-agnostic measurement solution.

StreetMetrics’ new study, in collaboration with PMG, answers this call by enabling full-funnel attribution that spans both moving and stationary media formats. This capability unlocks comprehensive measurement across the entire OOH media buy, allowing agencies to evaluate the full effect of diverse formats within one campaign.

“With this study, we are addressing one of the biggest challenges in the OOH industry – the ability to reconcile exposure and attribute performance across multiple formats and operators within a single campaign,” said Drew Jackson, CEO of StreetMetrics. “Our partnership with PMG enabled us to push the boundaries of OOH measurement and provide advertisers with a complete picture of their OOH investments.”

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