Matt O’Conner on Performance Based Out of Home

Matt O’Connor, Founder, Adquick

Last week Insider wrote about a performance based marketing trial which the out of home platform Adquick conducted in Los Angeles for food ordering app Ritual.    Insider talked with Adquick co-founder Matt O’Conner about the project.

Where did the idea come from?

We’ve tested a variety of calls to action over the last few years and SMS (text) engagement has orders of magnitude higher engagement than any other piece (hashtags, QR code, vanity URL).

How do you set the price?

There are some variables that we have in an internal algorithm to determine the price: product ubiquity (eg food and drink is very ubiquitous, left handed corkscrews are on the opposite end of the spectrum), value of call to action (the higher the better – recommend at least $20 in consumer value), geographic flexibility (the broader the better), the customer lifetime value/willingness to pay for customer engagement (higher value products are generally willing to pay more per engagement). Based on these factors, AdQuick can execute, risk-free, outdoor advertising and brands only pay when customers engage.

Any other thoughts?

The biggest thing keeping 96% of ad budgets in non-OOH channels  is uncertainty around the question, “will it work?” With our new model, there’s no risk and no guessing.

[wpforms id=”9787″]


Paid Advertisement

Print Friendly, PDF & Email

Comments are closed.