The Moneyball of Measurement: OUTFRONT Hosts ANA’s Sold-Out Measurement by Design Conference at Our NYC HQ

August 12, 2025

Last week, OUTFRONT proudly welcomed the Association of National Advertisers (ANA) to our New York City headquarters for the Measurement by Design: Modeling for Growth conference. Over 90 brand and agency marketers met for a day filled with actionable insights, smart strategies, and real-world case studies – all centered around one of the most pressing challenges in today’s marketing landscape: measurement.

OUTFRONT’s own Prem Purayil, Chief Technology Officer, and Brad Alperin, Head of Brand Solutions, kicked off the morning with The Moneyball of Measurement, which reframed how marketers can build their “championship team” in today’s fragmented media environment.

 
Much like the Oakland A’s famous lineup, Prem and Brad demonstrated how brands can win by rethinking the role of out of home in a multi-channel strategy. The presentation focused on three key areas where OOH adds measurable, incremental value:

• Launching Brands & Products: Case in point, the award-winning amika campaign, which leveraged OOH’s IRL power in proximity to Sephora stores alongside creators, in-store activations, and an experiential pop-up activation. The result? A 37% sales lift in Manhattan and Brooklyn stores and 1.5x category growth (SOURCE: amika).


• Creating Aspiration & Desire: Drawing on examples like Calvin Klein’s Bad Bunny or Jeremy Allen White campaigns, they showed how unmissable OOH creative can supercharge cultural conversation and create a destination for brand’s fans. This type of attention generates massive social activation like 26M organic shares and up to 7x more social engagements per ad dollar spent (SOURCES: Meta, Comscore). The real sign of winning though? When other top brands, like AWAY, become your advocates.


• Finding New Audiences: PBR Teams is an OUTFRONT favorite, a multi-channel campaign with privacy-safe audience segmentation and location and lifestyle targeting that drove brand recognition, ticket sales, and YOY revenue lifts.
  
  
  OOH’s IRL impact can be measured through positive outcomes like footfall, website traffic, social engagement, and sales. But where the true magic happens is its power to supercharge the rest of the media mix, making each portion work harder and more efficiently. When done right, we give marketers a clear line of sight from exposure to experience and impact.
  
   
  

  Other Standout Sessions

  
  The conference also featured an impressive lineup of speakers from across the marketing ecosystem, each bringing unique perspectives on measurement:
  
  
  • Isaac Dinner (Vivid Seats): Shared how to measure incremental impact on new customers by designing privacy-safe experiments using data clean rooms and offered a powerful framework to understand and manage the implications of bias.
  
  
  • Karen Kaufman (Gain Theory) & Gina O’Halloran (Diageo): Shared deep passion for the beverage industry and emphasized how providing precise measurement data plays a pivotal role in building trust and transforming clients into long-term, successful partnerships.
  
  
  • Tristan Renaud (Prudential Financial): Discussed the benefits of companies looking at marketing as a strategic tool to grow, not just a line item. Tristin shared a roadmap to acquire leadership buy-in and drive marketing value.
  
  
  • Karen Chisholm & Alex Hicks-Hardiman (Pernod Ricard): In a playful presentation, these two showcased how marketing and media collaborate to unlock growth across the Pernod Ricard product portfolio, from mass favorites to niche brands.
  
  
  • Shannon Trainor Stark (Google) and Sona Abaryan (Ekimetrics): Shared how brands quantify the ‘magic’ of YouTube, spotlighting trust and creative optimization.
  
  
  • Michelle Gibb (Mondelēz International): Shared the love/hate relationship with brand equity tracking and an important framework to achieve growth for a global suite of brands.
  
  
  • Karen Chong & Angela Houghton (AARP): Presented findings from the Mirror/Mirror study on women’s perceptions of aging and accurate representation. Which in my humble opinion would make an AMAZING OOH campaign.
  
  In a constantly evolving media landscape, the ability to trust, standardize, and act on measurement is critical for driving marketing growth. As media consumption shifts, privacy regulations tighten, and new channels emerge, marketers must adopt smarter, more adaptable approaches to quantify impact. And events like this one prove there’s never been a more important time to get it right. Do you need to get it right? Contact OUTFRONT today.
  
  Liz Rave, Vice President, Marketing @ OUTFRONT

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