Want to confidently measure, compare, and improve your brand’s performance? A custom benchmark gives you the relevant insights to make it happen. While general market data provides only a broad overview, a tailored benchmark delivers the relevance you need: results that are aligned with your product, your target audience, and the specific context in which your communication takes place. This way, you can be sure you’re comparing apples to apples. 

Moreover, having your own benchmark creates a stable measuring stick for consistently evaluating future campaigns. You build a controlled, structured data source that grows with each new study. This lets you spot patterns early and act on opportunities faster. 

Effective Measurement in Out-of-Home Advertising: Our OOH Benchmark 

A great example of such a benchmark is our own out-of-home (OOH) benchmark. OOH advertising operates differently from other media – you only get one chance to capture attention, often in busy and distracting environments. How do you make sure your ad stands out and truly connects with passersby? Which executions catch the eye and leave a lasting impression? 

To evaluate new creatives effectively, an OOH benchmark is essential. It provides a reliable frame of reference to objectively compare and optimize the effectiveness of your campaigns.

In-Context Testing with Eye-Tracking 

To develop the OOH benchmark, we used in-context testing combined with advanced eye-tracking technology. Respondents saw the ads in realistic, everyday scenarios—just like in real life. This allowed us to precisely measure how many people actually saw the ad, which visual elements grabbed attention first, and how long that attention was held. 

These insights formed the foundation of our benchmark, enabling us to objectively assess and compare the effectiveness of various OOH executions. 

From Data to Smart Optimization 

A benchmark isn’t just a measurement tool – it’s a strategic foundation for continuous improvement. The better and more consistent your data source, the smarter your optimization can be. 

That’s why SPRINT is developing an AI chatbot adviser: a tool that uses your own benchmark data to deliver advice fully tailored to your brand, industry, and goals. This adviser demonstrates the value of a well-constructed benchmark for targeted, business-specific optimization. 

Interested in setting up your own benchmark? Or curious about our AI adviser? Curious what a benchmark could do for your brand? Let’s explore the possibilities together.