Case Study: beehiiv achieves ~100,000 incremental users from NYC subway ads with BlueAlpha OOH measurement

beehiiv proves 100K incremental users with BlueAlpha

beehiiv, a newsletter platform, invested $300,000 in a New York City subway advertising campaign but had no way to measure its true business impact. Standard tools were blind to offline channels, so they partnered with BlueAlpha to implement a geo-based causal measurement study to determine the campaign's effectiveness.

BlueAlpha designed a geo holdout test using New York City as the treatment area and comparable cities as controls. Using Bayesian structural time series modeling, BlueAlpha proved the campaign drove approximately 100,000 incremental new website users at a cost of roughly $4 each with 95% confidence. This data enabled beehiiv to confidently reposition OOH as a brand awareness investment and provided a reusable measurement framework for future campaigns.

Beehiiv