Fractional Attribution Has Come for Traditional OOH Measurement

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Thursday afternoon at DSE 2020 will see Brain+Trust Partners’ Senior Vice President of Marketing & Media Tracy Arrington give a talk on the ways in which modern measurement trends and tools reveal the full impact of digital screens. She’ll be emphasizing why exposure should be tracked through to business outcomes and how fractional attribution finally gives OOH its due. Digital Signage Connection caught up with Tracy to discuss her session in depth, what she’s most excited about discussing and why everyone at DSE should attend:

Tracy Arrington speaker pic

Brain+Trust Partner SVP/S53 Speaker Tracy Arrington

Can you please expand on the importance of measuring the impact of digital screens as we enter the age of data-driven everything?

Historically, the wins and losses of marketing campaigns have been measured in media currency – impressions, TRPs, clicks, etc.  A campaign was deemed successful if it delivered against a media Key Performance Indicator (KPI), with very little thought given to what that KPI meant for the brand. Today, marketing and media investments must be evaluated in the currency of business.  The proliferation of available data enables us to connect media to action, or inaction, allowing brands to understand how to reach the right person at the right time in the right place. Ultimately, this saves money and improves customer experiences, which makes everyone happy.

Please elaborate on the concept of fractional attribution and why you think OOH hasn’t gotten its due until this point.

First- or last-click attribution leaves most media channels, including OOH, without credit for their immense influence and contribution to motivating awareness, preference and purchase. If a consumer sees a video on Buzzfeed, receives a piece of direct mail from the same brand, views a digital bulletin featuring a regionally relevant product from the brand, then searches for the product, clicks through and makes a purchase, search should NOT be given full credit for the conversion.  Understanding the consumer journey and working with organized, clean data allows marketing leaders to make informed decisions about each channel’s contribution to brand success. The channels that contribute, as OOH does, will ultimately be rewarded with increased budgets and consideration.

What are you most excited about sharing with your DSE 2020 audience?

I’m excited to discuss how far OOH has come, and how much further it will go.  OOH has always had limitless potential, but today, it plays an undeniably critical role in providing relevant and excellent customer experiences.  How brands leverage technology in OOH and align the results with other data sets will determine who is in business 10 years from now and who is finished.  That’s a lot of responsibility, but what an opportunity!         

Session S53 – Measuring the Real Impact of Digital Screens will take place from 2:30 p.m. to 3:15 p.m. on April 2 in Room N256 at the Las Vegas Convention Center. For more details about Tracy Arrington and the session itself, click here. To see more information about all DSE 2020 educational sessions click here.

 

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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