Greetings from Research
Who do you want to reach? Where are they moving? Does the ad idea work? And what did the campaign achieve?
Data and research help make better decisions before the campaign and prove after the campaign what the advertising accomplished. For us, research is not a report left in a drawer, but a tool for more impactful out-of-home advertising.
The right message to the right audience in the right place
Do you want to reach families with children, high-income commuters, people planning to buy a new car, or perhaps those interested in culture and travel? Audience data helps identify different target groups and plan where to reach them within Outshine's network.
In our campaign planning, we utilize Fifty5Blue Mind audience data and Statistics Finland's open Paavo data, among other sources. This data helps connect the audience, location, and ad spaces together. Ask us for assistance or design a campaign directly around your target audience using Outshine's planning tool.
Explore the planning tool
What if you already knew before the campaign what works?
A great-looking ad idea is not necessarily the most effective one. Through ad pre-testing, the creative execution can be evaluated before launching the campaign, and the results can be used to develop the ad content.
The goal is simple: find a more effective content solution before the campaign hits the street.
Was it noticed? Did it stand out? Did it make an impact?
After the campaign, you don't have to settle for gut feelings. Research can determine, for example, ad recall, distinctiveness, and message effectiveness – and above all, prove the campaign's impact on the brand or the desired target audience activation.
Quantitative campaign study
In a broader campaign study, results are examined through a third-party panel. Typically, 200–300 respondents participate in the survey. This sample size ensures statistically reliable, quantitative data to support decision-making regarding the campaign's effectiveness. The study is conducted together with a research partner.
Light survey
Sometimes the most interesting answers are found closer by. In connection with special executions, we can also explore people's experiences on-site right where the advertising is encountered. If needed, we will even hit the streets to ask.
Researched in practice
What does research look like in practice? Explore campaigns where effectiveness was not left to guesswork.
Turva: Out-of-home advertising that was noticed and made an impact
After Turva's campaign, ad recall, distinctiveness, and impact were surveyed. The results showed that the campaign was noticed, fitted well into out-of-home advertising, and had a measurable impact.
Lidl Plus: What happened when you could play with the ad?
The Lidl Plus campaign's interactive wheel of fortune enticed passersby to participate. A street survey was used to map people's experiences with the execution and the thoughts and actions it triggered.
Data is not an end in itself. Better decisions are.
Data and research help in campaign planning, development, and proving results.
Before the campaign
Identify your audience and find the locations to reach them.
Before launch
Test the creative execution and develop it in a more effective direction.
After the campaign
Find out if the advertising was noticed, what was thought of it, and how it impacted.
At its best, research doesn't just tell you how one campaign succeeded. It helps make the next one even better.
What would you like to know about your next campaign?
Who is worth reaching? Where should the campaign be shown? Does the ad idea work? And what did the campaign achieve?
Tell us what you'd like to find out. Let's figure out together how data and research can help.
Get in touch with Jenni!
Jenni Suominen
Growth Strategist, Data & Insight
+358 50 595 2166
jenni.suominen@outshine.fi
