How to use Custom Data Import to make the most of your offline out-of-home data

Out-of-home (OOH) advertising is a great way to reach your audience offline—think highway billboards or bus wraps. But unlike digital channels, which offer precise tracking and real-time data, it's much harder to report and measure the impact of offline OOH.

That’s until now. In this article, I’ll discuss how Custom Data Import—a brand new feature in the Marketing Intelligence Platform—can help you integrate offline OOH data for better tracking and measurement.

Navigate this post:

• Measuring and reporting out-of-home ads
• How to measure OOH data with Custom Data Import
• Why try Custom Data Import

Overcome the challenges of measuring and reporting out-of-home advertising

One of the primary challenges in OOH marketing has been accurately measuring its impact because it takes time to attribute sales and conversions to specific OOH ads as they often work in conjunction with other marketing channels. But, with marketing data integration, you can now gain insights into campaign performance.

We recently launched Custom Data Import, a feature that lets you collect and analyze data from various sources—including OOH, digital, and social media, for a holistic overview of the campaign's performance.

Once you’ve got all your data in one place, you can measure metrics like impressions, dwell time, click-through rates, and conversions. Additionally, you can use this data to improve your marketing mix modeling, measure incremental sales and brand equity, and quantify the impact of marketing investments.

You can establish a data benchmark for offline data and compare the effectiveness of different marketing channels to increase ROI.

How to use Supermetrics Custom Data Import to get your OOH data

How to prepare your data

• Extract data: Extract relevant OOH data from your ad platforms or agencies. This might include impressions, clicks, cost per thousand impressions (CPM), and other key metrics.
• Format data: Ensure the data is clean and structured, such as a CSV file or an Excel format.
• Standardize metrics: Make sure the metrics used in your OOH data align with other marketing channels.
  

Configure Custom Data Import

• Create a new import: In the Supermetrics Hub, create a new Custom Data Import.
• Upload your data: Upload your OOH data CSV file to the platform.

• Map fields: Review and refine your CSV fields in Supermetrics. This ensures that the data is correctly interpreted.

Blend OOH data with other channels

• Connect other data sources: Connect other data sources like Google Ads, Facebook Ads, and Google Analytics to Supermetrics by using the data blending transformation features.
• Combine data sets: Merge the OOH data with data from other channels using Supermetrics' powerful query capabilities.

Analyze and visualize

• Create custom reports: Build custom reports in your BI tool of choice to analyze the performance of your OOH campaigns alongside other marketing channels.
• Track key metrics: Monitor metrics like impressions, clicks, cost per acquisition (CPA), and return on ad spend (ROAS).
• Identify trends and insights: Use data visualization techniques to identify trends, patterns, and opportunities for improvement.

For more information on configuring Custom Data Import, check out this support article.

Why you should try Custom Data Import

• Unified view: Consolidate OOH data with other marketing channels for a holistic view of performance.
• Better measurement: Gain a deeper understanding of the impact of OOH campaigns on overall marketing goals.
• Automated reporting: You can save hours of manual work and spend time on meaningful work.

Custom Data Import makes it easier to understand and improve your OOH ads by combining offline data with online data. It helps you see everything in one place to make better decisions and get more value from your ads. Want to see how it works? Book a demo.