Platform aims to measure OOH effectiveness

LoopMe, an outcomes-based platform, has launched a measurement solution, PurchaseLoop Measurement, which provides real-time consumer brand lift measurement and analytics for OOH advertising, according to a company press release. Designed for agencies, brands and publishers to measure media effectiveness throughout their campaigns, PurchaseLoop Measurement also provides analytics across media channels, including digital, CTV, digital audio. "Consumer behavior has changed rapidly over the past 18 months, creating new challenges as brands try to measure whether their advertising is moving the needle," Chris Swarbrick, managing partner - ad technology strategy and coordination at OMG UK, said in the release. "LoopMe provides a unique offering that leverages real-time machine learning and artificial intelligence to find consumers where they spend the most time -- on their mobile devices -- and measures advertising effectiveness across brand metrics in a quick and scalable way, even as the market becomes more fragmented. LoopMe is paving the way for the next wave of brand measurement solutions that secure a true 1-1 connection between brands and consumers."