Maximising the impact of OOH in 2021

ISBA support this industry-wide project led by Entropy that has uncovered that most advertisers aren’t measuring OOH optimally. 

As a solution to this problem Entropy have put together practical guidelines and a wider industry plan to enable advertisers to maximise and measure the effectiveness and efficiency of different forms of OOH advertising.

In order to put these recommendations together Entropy has comprehensively engaged with all the major stakeholders in the OOH industry including ISBA members, the media owners, agencies and MMM suppliers. 

In this session Entropy will demonstrate why we need a step change in how advertisers measure OOH media. They’ll give practical guidance so you know what to ask your MMM supplier and creative and media agencies in order to get the best ROI from your investment. 

The best-practice guidance will focus on econometric measurement but also cover creative and planning considerations.

This session is for members currently using, or thinking of,  OOH media.

Presenters
Dan Rimmer  is a respected econometrician and analytics leader with 20+ years’ experience in the marketing effectiveness field. Before joining Entropy Dan spent the first 7 years of his career at Gain Theory (ohal) where he led projects for some of the world’s best known brands in FMCG/CPG, Retail, Telecoms and Leisure. This was followed by 10 years at Kellogg’s, where Dan was Director of Marketing Effectiveness and Business Analytics for Europe, Middle East and Russia.  

Alex Tait is the former Marketing Services Director at Unilever and has also worked in varied senior digital and eCommerce leadership roles at American Express, Kellogg’s and Royal Mail.