[Video]: Measuring The Unmeasurable: A Unique Approach to OOH Attribution

Varo Bank is a mobile-only neobank providing financial services through its mobile app. The transformational brand turned to Mindstream Media Group to raise brand awareness and drive app downloads in the rapidly growing and fiercely competitive category. In this episode of Fast-Forward the Conversation we discuss how our partners at Billups helped us measure OOH and its impact on app downloads in a successful, first-of-its-kind, conclusive study with exciting results.

Fast-Forward the Conversation

We believe the daily pressure on CMOs to move their business forward is real, intense and not going away. Join our media practitioners as we discuss the HOW behind making meaningful progress on well-defined targets.



Catch the Highlights

  • Varo, an app banking solution, came to us for help with their national brand launch in Q1 2021. The goal was to begin with a test in 6 markets to increase brand awareness for their relatively unknown brand. While the ask was to increase brand awareness, we knew there would also be an expectation of measuring app downloads and conversion activity as well.
  • We began by researching Varo’s target audience, “The Builder,” to learn how they live, work and play. We found that they typically commute and may not own their transportation so they frequently take the bus or subway. This led us to incorporate non-traditional placements beyond billboards and posters into our OOH strategy to reach the target audience. Additionally, we learned that the audience is comprised of bright, vibrant people who like to go out and have a good time, making impactful units in entertainment areas or near restaurants or downtown areas a perfect fit.
  • We partnered with Billups for two primary reasons.
    1. Their ability to access the inventory of hundreds of providers. Based on our clearly defined parameters, they were able to quickly and easily select the most appropriate units to reach the target audience.
    2. Their measurement capabilities. Aside from a consistent methodology across all units regardless of the vendor, they also have cutting-edge measurement techniques for conversion attribution.
  • Billups already had the ability to understand lift in website and location visitation based on exposure to OOH advertising, but their data science team took that a step further. Within 48 hours they built a one-of-a-kind solution for attributing app downloads to OOH advertising.
  • Another reason for the campaign’s success was culture-crushing creative like hand-painted wallscapes and an interactive AR filter designed to “change the face of money.”
  • Results:
    • Mobile devices exposed to the OOH were 2.6 times more likely to download the Varo app than those that were not exposed.
    • According to brand health surveys, a high percentage of exposed audiences would now consider downloading the Varo banking app in the next 6 months.
    • Across the 6 test markets launched in Q1, all channels combined showed about an 11% average incremental increase in app downloads with some markets as high as 30%.

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The agency landscape has changed dramatically as a result of numerous challenges across the marketplace. Learn more about how we’re filling the gap for agency partners that have found themselves with limited media and research capabilities. In this episode of Fast-Forward the Conversation, VP of Business Development Fabio Ramos and Planning Strategist Misty Castellanos join President Zac Keeney to discuss the value Mindstream can provide not only to agencies but to their clients as well.



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[Video]: QSR in a Dynamic Marketplace

It’s been a tough year for restaurants. Hear how we developed a unique strategy to drive brand awareness for a QSR client with a new product launch amid a sea of political advertising in Florida. In this episode of Fast-Forward the Conversation, Group Planning Director Shelby Clement talks Twitch and capturing eyeballs in Florida where TV is off the table due to over-the-top political ad spending.

Fast-Forward the Conversation

We believe the daily pressure on CMOs to move their business forward is real, intense and not going away. Join our media practitioners, as we discuss the HOW behind making meaningful progress, on well-defined targets.


Catch the Highlights

  • A regional QSR brand operating across all major markets in Florida postponed the launch of a new sandwich from July to October due to the pandemic.
  • With Florida being hit with the most political spending of any state ($100 million in that market alone), we knew our core anchor tactic of TV to generate awareness was off the table.
  • As a Premier Google Partner, we have access to exclusive tools like the Audience Explorer report. This showed us specific consumer profiles of who was watching our past limited time only video promotions in their entirety.
  • The report helped us identify a highly engaged gamer segment worth nurturing further.
  • This was an untapped audience for the client that focused heavily on traditional media like TV with digital support on Facebook and Instagram.
  • The majority of gamers are typically young males 18-34 or 18-49 and are not heavy TV users. Although they are active on social, they tend to use Snapchat and TikTok, not Facebook and Instagram.
  • Twitch, the world’s leading live streaming platform for gamers, was deployed as a media tactic to reach this audience.
  • But Twitch is not a standalone media tactic. We had to find another way to capture all the eyeballs lost by foregoing TV.
  • OOH became our next best go-to for the reach, especially considering Florida is more of an “open” state, less impeded by restrictions and limitations on the types of businesses that can be open.
  • We’re fortunate to have a close relationship with this client. Sales and transaction data are uploaded to our reporting dashboards weekly.
  • Transactions are analyzed to determine if the media created a lift. We’re also looking at what happened to sales of the new product compared to others to determine the amount of trade-off versus increased sales.
  • Once the election is over, TV will be added to the plan but due to anticipated continued inventory pressures, heavy levels of precisely targeted digital will be maintained.

See the next episode, Providing Media Leverage to Agency Partners.

The Evolution of Out-of-Home Advertising

When someone mentions out-of-home (OOH) advertising, what comes to mind? Your initial thought is probably a billboard alongside a busy road, which is where out-of-home began, back in the early 1800s.

Since then, however, this advertising medium has evolved into much more than a static printed large-format sign. Advances in OOH capabilities – including targeting, measurement and messaging – give brands an increased opportunity to connect with consumers.

Today, OOH refers to any advertising seen by consumers when they are outside the home and includes a multitude of both printed and digital options – park benches, gas station monitors, point-of-sale (POS) systems, transit signage on buses, taxis, trains and in airports – to communicate a brand’s message.

How has OOH evolved?

There are a number of areas where digital technology has significantly improved the effectiveness of OOH advertising including:

  • Targeting
  • Measurement
  • Messaging
Targeting outdoor advertising

OOH Advertising - Targeting outdoor advertising

While the most common way to purchase OOH ads is still based on location, advertisers can now behaviorally target consumers who have visited a specific store or place of interest. Additional targeting strategies use web-based behaviors (like visiting certain websites) as well as TV viewing behaviors (a specific show or category of shows).

According to the Interactive Advertising Bureau, “all of these behaviors can be linked back to mobile devices, which can tell us where these individuals move while they are on-the-go.” Using this data, media units can be mapped and bought accordingly based on the target audience.

Measuring OOH ads

OOH advertising - Measuring OOH adsOOH has generally been measured by traffic patterns. But, with the help of technology (i.e., mobile phone location and behavioral data), exposure and performance can be attributed based on users’ proximity to the ad, as well as web behavior after being in proximity to the ad.

Additional measurement methods include eye-tracking technology, in which sensors determine exactly where your eyes are focused when viewing an OOH ad. While not yet ubiquitous, eye tracking is just one example of the ever-expanding capabilities of OOH media.

Messaging on OOH advertisements

OOH Advertising - messaging on OOH advertisements

Traditionally, printed OOH boards have required a long lead time (to include production, shipping, installation, etc.) and a minimum of one month using the same creative message. With digital signage, messages can be easily adapted, sometimes even in real time. A retailer could change creative based on current inventory or a restaurant could switch to a delivery message if the weather is rainy or cold.

No longer are advertisers limited to one static message that blends into the landscape after a few views; there is a wealth of possibility when it comes to messaging options, all made possible by digital technology.

What does this evolution mean for your brand?

In our always-on, connected lives, we are bombarded by advertising messages, which makes it even more difficult for brands to make meaningful connections with consumers. As an advertiser, it’s crucial to reach your target audience with relevant messaging and be able to analyze the performance of your marketing campaigns.

For some businesses, a traditional billboard accomplishes the goal of being seen or driving traffic from the interstate. But for others, a more unique and creative approach is necessary. No matter which you choose, OOH advertising continues to play a solid role as part of an integrated omnichannel strategy.

Interested in amplifying your brand’s outdoor advertising campaigns? Contact Mindstream Media Group.