Tractor Outdoor introduces OOH brand lift attribution measurement in SA
Measuring attribution has long been a challenge for the media industry. Simple models overestimate the impact of direct response ads while ignoring broader consumer influences, causing the true incremental value of channels like out-of-home advertising to be missed.
For the first time, Tractor Outdoor has introduced brand lift attribution measurement specifically for outdoor media. The solution works across digital, static, and programmatic formats without requiring the substantial media investment that previous methods demanded.
"We measure incremental brand lift attribution, which holistically looks at what can be attributed to the campaign's success."
Ruchelle Mouton, Head of Group Marketing and Services, Tractor Media HoldingsHow it works.
The methodology uses test-control measurement, comparing ad-recallers against a matched group of non-recallers. Key elements include:
- Five pre-determined KPIs based on campaign objectives
- Geo-fencing of site locations
- Socio-demographic matching of respondents
- Standardised questions enabling global benchmarking
The Zoho case study.
Tractor conducted its inaugural Brand Lift study with technology company Zoho across 198 geo-fenced locations in April 2024. The results were remarkable:
300 total survey respondents were used (150 ad-recallers, 150 non-recallers), with a 2% brand attribution result and 27% improvement in overall brand image. The study demonstrates that OOH can deliver measurable, meaningful brand impact, and now that impact can be proven.
