At AdQuick, our core mission is to make Out of Home Advertising easy to buy and measurable. That’s why we’re excited to announce our new measurement partnership with TransUnion which marks a significant step forward for our sector in ensuring OOH is properly represented when measured alongside other channels. Our OOH campaign data integration with TransUnion has already helped advertisers see that OOH can indeed perform significantly better than other channels, even when it comes to driving sales.
OOH measurement made easier and accurate, for everyone
Through this partnership, AdQuick becomes a key provider of OOH data to TransUnion, regardless of whether the brand or agency uses AdQuick to buy their OOH placements. For brands that are not yet AdQuick clients, we simply need to know the OOH placements that ran and their run dates. From there, we can provide TransUnion with all the data necessary to measure the performance of OOH campaigns alongside other media channels.
This offering allows brands and agencies to get a deeper, representative understanding of how their OOH campaigns contribute to overall marketing performance, providing the confidence that media strategies are optimized across all channels.
Proven multichannel performance
We’re especially proud to expand the data-driven work we’ve already done with TransUnion, where the results have shown just how impactful OOH can be. Through past collaborations, we’ve demonstrated that OOH doesn’t just support top-of-funnel metrics like brand awareness—it can actually outperform other channels in driving meaningful business outcomes, including revenue growth.
As marketers continue to focus on ROI across increasingly fragmented media landscapes, this partnership allows us to bring trusted OOH insights to the forefront of multichannel strategies, proving that OOH is not only relevant but highly effective.
AdQuick has solved for OOH’s multichannel measurement limitations
Before AdQuick, campaign data was difficult or, in some cases, impossible to wrangle for inclusion in multichannel measurement models, especially when OOH campaigns included multiple media operators. Most brands and agencies don’t subscribe directly to impression data sources like Geopath in the US, so they would need to get their campaign data directly from the media operators. Assuming the media operator subscribed to an independent impression data source (not all do) and was able to provide the data in a timely fashion (not always the case), the impressions would be provided to brands and agencies using a 4-week estimate.
However, multichannel measurement models typically need data to be provided at a daily granularity. To convert the monthly impression data into daily, past attempts would simply divide the monthly impressions by 28 to get to an even daily average. Similarly, OOH spend was evenly divided by the number of campaign days. These methods contributed to OOH’s misperception of being a nondriver of meaningful performance.
Ad measurement models aim to assess whether variances in KPIs (i.e. increases in sales) are due to variances in advertising data (i.e. increasing impressions, decreasing ad spend). Setting spend and impressions to be constant day over day limited the measurement models in being able to attribute the business impacts of OOH. AdQuick solves for this problem by using our opted-in location panel of mobile device ids (400M+ users in the US) to deterministically assign monthly impressions and spend to each day – days where we see more device ids get proportionally more impressions and spend.
Given the breadth of our supply integrations (i.e. 1900+ media operators and counting), AdQuick is a one-stop for any media operators’ impression data, and uniquely offers a reporting API so OOH campaign data can be automatically and seamlessly integrated.
Get the most from your OOH campaigns
With AdQuick and TransUnion, brands and agencies now have a clearer view of their OOH campaign performance, empowering them to make informed decisions based on real-world data. Whether you’re a longtime user of OOH or just starting to explore its potential, our partnership ensures you’ll get the insights you need to succeed.
Ready to learn more about how our new measurement capabilities can benefit your brand or agency? Reach out to us today and discover how AdQuick can help you elevate your OOH campaigns.
