Gail Chiasson, North American Editor
Outcast Media, has announced the expansion of its relationship with Nielsen and the release of an Outcast-specific Nielsen IMS model, that enables agencies and brands to quantify the increased reach and efficiency they can achieve by incorporating Outcast into their video investment strategy.
Outcast, the Santa Monica, California-based television-network-at-the-pump with over 18,000 screens across over 118 U.S. DMAs, will release its new simulation to agencies later this month and be available via Nielsen IMS Clear Decisions through Crosstab (within the 2012 Doublebase study) and Nielsen Digital Place Based RandF. The model brings together GfK MRI fuel behavior with Nielsen On Location metrics for Outcast Fuel.
The model will allow agencies to build a custom Outcast media schedule and then incorporate the Outcast media plan into a client’s media mix, to show the effectiveness of the Outcast medium.
Outcast recently ran a media reallocation that demonstrated that, by shifting 11% of GRPs to its network, an auto insurance advertiser saw a 5% increase in reach among A24-54 targets, while saving 5% on cost. This was accomplished by using the Nielsen IMS’ Telecume system with Nielsen 2010 Cume Study data, to create a TV plan and then demonstrate how moving some GRPs to the Nielsen IMS model for Outcast in Digital Place Based R&F, will increase the overall reach in the Nielsen IMS Media Mix system.
Further, through Nielsen IMS crosstab, agencies can delve deeper into the media, product and psychographic behaviors of the Outcast audience, to engage with consumers who can be difficult to reach through traditional media channels. Marketers can now see how Outcast can improve how they engage with ‘Ungettable’, on-the-go consumers when they fill up at the pump.
Outcast’s audience is known as the ‘Ungettables’, and consists of drivers 18-to-54 who travel more than 8,000 miles each year by car and live in the top 25 DMAs. These hard-to-reach consumers spend an average of four minutes per fueling session at Outcast’s pumps, where they have proven to be highly receptive to news, sports, entertainment and advertising content.
“Nielsen is committed to meeting ongoing measurement needs for the digital video landscape,” says Paul Lindstrom, senior vice- president, On Location, Nielsen. “The release of the Nielsen IMS model enables Nielsen to help Outcast’s brand clients to make smarter media decisions and generate stronger results.”
Nathan Gill, co-founder and chief revenue officer, Outcast Media, says, “With Nielsen IMS, media buyers and planners will see first-hand how Outcast can both improve their reach and be more specific in how they engage with highly targeted audiences, while eliminating the waste often encountered with other media.”
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