Out-of-Home Ad Test
With the global rise of urbanisation and digital media, out-of-home ads shown on billboards or street furniture like bus shelters and phone booths have become one of the most powerful forms of advertising. Placing these ads in densely populated cities like New York or Tokyo could reach an even wider audience but this often involves high rates that can accumulate over time. A more cost-effective gauge for the success of these ads would not only include the number of impressions but also whether they will ultimately engage with the ads.
One useful method to determine if your out-of-home ads will inspire your audience to take action is to find out exactly how they will respond to the ads before displaying them. Optimise your ads with direct feedback from potential customers and avoid wasting your marketing budget on ineffective outdoor ads. The Out-of-Home (OOH) Ad Test is used for:
- Finding the best OOH ad for your campaign.
- Comparing respondent attitudes to each OOH ad.
- Benchmarking OOH ads against good performers.
- Receiving feedback regarding what respondents liked or disliked about your OOH ads.
Start an Out-of-Home Ad Test
Conjointly Market Research
Test up to 5 OOH ads in a quick survey with 100 testers and get your results prepared by Conjointly in PDF format in two days.
Comparison of OOH ads tested
How does each OOH ad perform relative to the others?
Several KPIs will be measured for each OOH ad, including:
- Originality and authenticity.
- How relevant and likeable the ad is.
- How easy to spot the ad would be.
- Clarity and trustworthiness.
- Whether respondents would perform a call to action or discuss further.
Taken together, these KPIs show how well this OOH ad performs relative to benchmarks.
OOH ad associations
What are the first things that come to mind upon seeing this OOH ad?
Determine how well a potential OOH ad will fit with your campaign by examining the associations that consumers make with the ad. Discover how consumers really think and feel about your ad and the connections they make when seeing it, which ultimately will influence their perception of your ad.
Likes and dislikes about OOH ad
What do people like and dislike about each OOH ad?
Presenting respondents with open-ended questions enables them to freely express their likes and dislikes about the OOH ad that previous questions may have missed.
These open-ended responses also provide the context and underlying reasons behind the respondents’ answers to previous questions, allowing you to draw stronger and more insightful conclusions.
| Quantitative Feedback | Qualitative Feedback |
|---|---|
| Relevance and likeability | Associations |
| Originality and authenticity | Likes |
| Easy to spot | Dislikes |
| Intent to follow call to action (CTA) | |
| Intent to discuss further | |
| Emotions |
Multiple KPIs for OOH ad evaluation
What attributes will the OOH ad be evaluated for?
Gather valuable insights from respondent ratings of your OOH ad against a variety of pre-defined KPIs for a comprehensive assessment. Complement quantitative results with in-depth qualitative feedback from your consumers to determine the impact your ad will have in the marketplace.
For a more tailored experiment, you may also opt to create a custom survey in which you can easily add your own specific set of KPIs on the platform.
Example Report: OOH Ads
This is a Market Test report containing the results of an OOH Ad Test conducted on potential OOH ads.