Out-of-home (OOH) advertising is a powerful way to reach audiences in the physical world, but it can be challenging to measure its effectiveness compared to other forms of advertising such as online and TV. However, with the right tools and techniques, it is possible to accurately measure the success of an OOH campaign.
Before and After Method
One of the simplest ways to measure OOH advertising is the before and after method. In this approach, you look at sales figures before and after the ad campaign to determine if there has been an increase in sales. If there has been a rise, it is likely that the ad is working. The return on investment (ROI) can then be calculated by comparing the cost of the ad campaign against the additional profits generated.
While this method is straightforward, it has some limitations. For example, it assumes that the only factor affecting sales is the OOH campaign, which is not always the case. There could be other internal or external factors contributing to the increase in sales, making it hard to accurately measure the effectiveness of the OOH campaign.
Measuring OOH Impressions
Another way to measure the success of an OOH campaign is to look at the number of impressions it generates. Impressions refer to the number of people who see the ad, either as pedestrians or drivers. This can be measured using various methods, including travel surveys, data modeling, and census data.
Today, the most accurate way to measure OOH impressions is through location-based mobile data. With the widespread use of smartphones, advertisers can now track where people go throughout the day and determine how many people are exposed to the ad. This information can be used to gain insights into the demographical information of those who see the ad, as well as the impact of the ad on physical store visits.
Geopath, a non-profit organization that audits outdoor advertising, provides detailed OOH impression metrics. By measuring pedestrian volumes, traffic volumes, and vehicle occupancy, Geopath can determine what percentage of people view a specific advertisement. Most OOH and digital OOH (DOOH) companies use Geopath to calculate OOH impressions, ensuring that all parties receive reliable data.
Individual Screen Delivery and Performance
For DOOH advertising, programmatic DOOH (pDOOH) platforms provide advertisers with access to reliable data by purchasing media using the eCPM (effective cost per thousand views) metric. This means that DOOH media owners charge advertisers a specific rate for every 1,000 impressions they get.
However, OOH advertising is a one-to-many medium, meaning that more than one person can be viewing the same screen at any given moment. This means that the number of impressions generated by an ad needs to be multiplied to accurately reflect the number of people who saw the ad.
Advertisers need to be able to track the number of playouts it takes to reach each 1,000 impressions they’re paying for. This can be done by monitoring the number of times the ad plays on a loop, as well as the time interval between playouts. Advertisers should also ensure that their ad is playing in front of the target audience and not outside of it.
Data Analytics and Reporting
Data analytics is a crucial tool for measuring the success of an OOH campaign. By using analytics, advertisers can gain insights into the performance of their ad, including the number of impressions, reach, and frequency. This information can be used to optimize the ad for better results and to determine the ROI.
Measuring Engagement Another way to measure the effectiveness of OOH advertising is by measuring engagement. This can be done through various methods, including surveys, QR codes, and social media interaction.
Surveys can be conducted either online or in person to gauge the impact of an OOH ad campaign. Advertisers can ask questions such as “Did you see our ad?”, “Did it catch your attention?”, “Did you engage with it in any way?”, etc.
QR codes are a simple and effective way to measure engagement. Placed on an OOH ad, a QR code can be scanned by a smartphone and direct users to a landing page. The number of times the QR code is scanned can then be tracked and used as a measure of engagement.
Social media interaction is another way to measure engagement. Advertisers can encourage consumers to engage with their OOH ads on social media platforms. This can be done through hashtags, contests, and other interactive initiatives. The number of social media mentions, shares, and likes can then be used as a measure of engagement.
In conclusion, measuring the effectiveness of OOH advertising can be done through various methods. From tracking impressions, to measuring engagement and analyzing ROI, advertisers have a wide range of tools at their disposal to measure the success of their campaigns. By utilizing these methods, advertisers can gain a better understanding of the impact of their OOH advertising efforts and make data-driven decisions to optimize future campaigns.
In this digital age, the ability to measure and understand the impact of advertising efforts is crucial. OOH advertising is no exception, and by utilizing the methods discussed in this article, advertisers can ensure their OOH campaigns are delivering the desired results. So, don’t be intimidated by the idea of measuring OOH advertising, embrace it, and use the data to drive your campaigns to success!
