The quantitative study consisted of 2,000 nationally representative consumers and was designed to complement the OOH industry’s £19m audience research study Route which was launched in February this year.

The proprietary study examined how OOH environment and format success varied between category, brand-type and product and consisted of 38 product categories, 14 OOH environments and 45 touch-points and led to what rapport called its first-of-its-kind OOH effectiveness tool Alloy which fuse insight and data from subscription services TGO and Route.

The tool aims to help establish effectiveness related campaign objectives whilst ranking individual OOH channel performance against each objective.  It also has an in-built optimiser designed to achieve cross-format media efficiency.

Paul Sambrook, marketing director at rapport said: “Alloy is the latest embodiment of our Rewarding Connections brand promise.  A question often posed by clients is how do we use our campaign learning’s to further enhance our future planning? Alloy is our answer to that.”