Outcast Inks Measurement And Planning Deal With Nielsen IMS
April 24, 2013 by Dave Haynes
Here’s more evidence the larger Digital OOH networks are taking serious steps to be proper, measured mediums.
Gas pump TV operator Outcast Media has followed the lead of its main rival Gas Station TV in signing a deal with Nielsen’s Interactive Market Systems to build a model, reports MediaPost, that allows media planning agencies to build customized media schedules and roll them into their clients; overall media mix.
In effect, Nielsen IMS and Outcast will create a TV plan for a given client to show how Outcast can deliver the same results, as measured by Nielsen’s IMS Media Mix, often at a lower price.
The deal comes on the heels of an Outcast study, which showed that an auto insurance advertiser who switched 11% of GRPs to Outcast increased reach among key audience segments by 5% while reducing cost by 5%.
Clients can also use Nielsen Crosstab to get more detailed information on the Outcast audience, including media, product and psychographic behaviors, which in turn should allow them to boost engagement.