Brand Tracker

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New Zealand

The shift toward outcome-based measurement in out of home

Brand: Guinness

Campaign: Programmatic DOOH Campaign

Source: https://stoppress.co.nz/partner-articles/the-shift-toward-outcome-based-measurement-in-out-of-home/

Goal: Encourage product trial during winter months

Media: Digital Out Of Home (DOOH)

Summary: The article discusses the shift in out of home advertising in New Zealand towards outcome-based measurement, emphasizing the need for brands to demonstrate the tangible impact of their campaigns beyond traditional metrics such as reach and impressions. It highlights how marketers are now focusing on real-world outcomes, such as store visits and measurable brand uplift. Additionally, it mentions Guinness's campaign using programmatic DOOH to target consumers in colder weather, promoting product trials.