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Case study
Analyzing Out of Home Impact
Quantifying success across hard-to-measure channels
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Introduction
A global eyewear company’s quest to see comprehensive campaign performance
Luxottica, a global eyewear conglomerate based in Milan, is a powerhouse in the U.S vision market—from luxury eyewear brands to retail storefronts and vision health insurance. With much of their budget spent on Out of Home (OOH) activations, they turned to Nielsen’s Brand Impact solution to understand how these historically hard to measure channels were contributing to the brand’s overall success.
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Objective
Understanding the impact of OOH investments
A significant portion of Luxottica’s media budget is spent on Out of Home (OOH) advertising (e.g. billboards, digital signage and proximity placements). The company engaged Nielsen’s expertise in measurement to understand the impact this placed on their overall media plan.
Challenge
Securing reliable measurement for analog placements
Luxottica needed to measure the effectiveness of an OOH campaign that spanned multiple markets but was not national in scope. Traditionally, OOH campaigns lack immediate, quantifiable metrics. This barrier between activations and insights has contributed to a perception that OOH impact is intangible and unrealistic to quantify, especially for understanding how it shifts brand equity. Luxottica needed a way to capture accurate OOH market insights and provide reliable brand metrics across their key markets.
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Solution
Nielsen Brand Impact reveals localized OOH insights
Using Nielsen Brand Impact, Nielsen was able to access campaigns from 2022 and 2023, which included OOH media in Los Angeles and New York City. Nielsen tailored the Brand Impact solution sample plan to be able to measure the localized OOH activity while still maintaining a nationally representative sample.
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Key findings
31%
Cost efficiencies
Across the board and on a national level, the 2023 campaign was 1.31x more efficient than the previous year’s.
+1.9%
Purchase Intent
There was a significant relative uplift in purchase intent from the 2022 to 2023 campaign.
+4.0%
Unaided Awareness
The 2023 campaign’s unaided awareness was 3.6x higher than 2022.
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How it works
Results were calculated using a consumer survey that captured consumer perception, media usage and brand KPIs scores. Advanced modeling then identified granular media channel impact on brand KPIs.
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Conclusion
OOH campaigns move the needle
Nielsen Brand Impact was able to reveal just how much Luxottica’s OOH activities improved key metrics including awareness and purchase intent. By ensuring all campaign channels are measurable, Luxottica is able to analyze holistic campaign performance, hone media plan strategies and optimize future executions.
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