Media Agency
Global is one of the UK and Europe’s largest radio and outdoor advertising groups owning major radio brands such as Capital, Heart, LBC, Classic FM and others, and it also operates extensive outdoor media and digital advertising services. As client expectations increased around accountability and effectiveness, Global sought more robust ways to evidence the value of offline media, particularly for advertisers with smaller budgets.
While radio and outdoor can be highly effective channels, measuring their true impact is complex. This challenge is amplified for smaller advertisers where budgets are constrained, data is sparse and traditional measurement approaches often fall short. Global needed scalable and credible methods to demonstrate incrementality, close internal skills gaps and continue innovating in how offline media effectiveness is measured. Key Pain Points: • Difficulty measuring the efficacy of offline media on smaller client budgets • Limited ability to robustly determine incrementality • Resource and specialist skills gaps in advanced measurement • Need for innovation beyond standard reporting approaches
Day1Data partnered with Global to design flexible measurement frameworks that could be adapted to different advertiser sizes and data maturity levels. The focus was on combining rigorous statistical methods with practical, deployable solutions. Step by Step Programme: Measurement Framework Design – developed tiered measurement approaches aligned to budget size, data availability and client objectives AI Driven Brand Measurement – leveraged synthetic personas and AI led brand uplift methodologies to assess brand impact where traditional surveys were not viable Marketing Mix Modelling – applied MMM to quantify the incremental contribution of radio and outdoor within broader media plans Testing Frameworks – designed and executed geo lift and causal impact tests to validate results and strengthen confidence in offline effectiveness Capability Enablement – supported internal teams with tooling, documentation and guidance to close skills gaps and scale delivery
Through data-driven campaign planning and improved measurement methodology, we isolated the following incremental lifts (versus matched control regions) across campaigns where prior efforts failed: +59% lift in new site users, demonstrating the campaign’s ability to drive net-new traffic beyond organic baselines +13% lift in new customers, confirming conversion impact rather than just awareness +26% lift in net sales, linking marketing activities directly to revenue
