Insight Lunch with Erik Modig

Yesterday, we hosted the second Insight Lunch together with Erik Modig, one of Sweden’s top researchers and marketing geniuses. During the lunch, we delved into how scientific methods can be used to maximize the effect of outdoor campaigns, with a particular focus on econometric modeling for outdoor advertising. 

“The results of an econometric modeling of outdoor advertising are highly dependent on the quality of the input data and the design of the model. To get an accurate picture of outdoor advertising’s contribution, one should examine data granularity. The key is to focus on outdoor advertising’s strengths in terms of reach, creativity, and the ability to influence customers and growth thanks to its ‘Super Bowl effect’!” – Erik

A big thank you for a fantastic lecture and to everyone who attended!