How AdQuick revealed $6K in hidden value from Drake’s billboard campaign

In January, Drake’s record label OVO launched flagship stores in NYC and LA. We (AdQuick.com) were tapped to source billboards for their NYC launch. OVO contacted us via our website and within 2 weeks, had a billboard up in Soho. Since we have ongoing relationships with many billboard companies, we were able to source inventory quickly.

1 week into the campaign, we did an analysis on its social media impact. Based on this Instagram CPM report, OVO would have had to spend an additional $5,780 on Instagram to gain this reach.

To perform this analysis, we integrated with Instagram to source images by the hashtags: #ovo #popcaan #ovounruly

I used Python and OpenCV3 to pull SIFT keypoints and descriptors from the source image given to us by the OVO team. I did the same for each Instagram image, brute force matched the descriptors and applied a ratio test. Here is what feature matching looked like for an Instagram post taken in a decent lighting scenario.

It also worked well under a low lighting scenario. The billboard took me longer to find with my own eyes.

This is one of many ways we’re tracking offline to online impacts. Get in touch today and see how we can quantify the impacts of your outdoor ad campaign. Learn more at AdQuick.com.