Adquick head of analytics Ty Tinker gave a talk called Winning in the Media Mix at October’s DPAA Global Video Everywhere summit.  Here’s a success story Tinker presented.

“We worked with Transunion to run a mixed media model to understand who out of home not only impacted direct revenue for a specific brand of global online marketplace but how it played against other channels that were within the mix for this particular advertiser… I’ve made it very easy to see who the winner of that race was.  That’s out of home…out of home had a 2.49 dollar per dollar invested in the channel return.  This is incredible right?  But you can see the little blue bar next to it.  Only 2% of their media investment across all channels went out of home. So what ended up happening with this client?  They expanded their investment in out of home. ”

Billboard Insider’s take:  A great success story.  Out of home was a much higher return on investment than audio, linear tv, online video or TV everywhere.  We shouldn’t be afraid of measurement.

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