How to Measure DOOH Campaign Performance: Key Metrics

Want to measure the success of your Digital Out-of-Home (DOOH) campaigns? Here's how you can track performance effectively:

• Key Metrics: Focus on impressions, reach, frequency, engagement (like QR code scans), and conversion rates.
• Data-Driven Tools: Use screen sensors, mobile tracking, and geolocation data for precise audience insights.
• Programmatic DOOH (pDOOH): Adjust campaigns in real-time based on audience data, like McDonald’s tailoring ads to weather and time.
• Sales Impact: Link ad exposure to real-world actions using geo-fencing, device ID matching, and sales lift studies.

Quick Tip: Combining tools like QR code tracking, audience analytics, and cross-channel attribution ensures accurate results and helps optimize ROI.

Ready to dive deeper? Let’s break down these metrics and strategies step by step.

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Core DOOH Performance Metrics

Digital Out-of-Home (DOOH) campaigns bring advanced tools to the table, changing the way advertisers measure and improve their outdoor advertising efforts. Unlike traditional OOH advertising, which often depends on general estimates, DOOH uses detailed, data-driven insights for precise tracking and better campaign adjustments.

Key DOOH Metrics

DOOH measurement is built on several important metrics that provide a clear picture of a campaign's performance:

For example, Hivestack tracked foot traffic and cost per visit with precision during an automotive campaign. This resulted in a 28% increase in footfall and a 72% reduction in cost per visit ^[6]. These metrics are key to creating actionable insights that help refine campaigns.

Why Data-Driven Measurement Matters

Using data to measure campaigns takes strategy to the next level. Nielsen reported that data-backed DOOH campaigns can increase sales by as much as 93% ^[6].

"Attribution models will evolve to better account for the impact of OOH advertising on overall marketing goals, providing a clearer understanding of its contribution to sales and conversions."
– Anna Bager, president and CEO, Out of Home Advertising Association of America (OAAA) ^[5]

One standout example is Heathrow Express's 2018–19 campaign. By using real-time data to compare costs and travel times, they achieved a 9% rise in passenger journeys, 7% revenue growth, a 2% market share increase, 4% higher customer satisfaction, and a 6% boost in brand awareness.

Comparing DOOH and Traditional OOH

The difference between traditional OOH and DOOH measurement is striking. Traditional OOH relies on broad estimates like Daily Effective Circulation (DEC) and Geopath's Variable Adjustment Index (VAI), which are based on traffic data, census figures, and consumer surveys. On the other hand, DOOH taps into tools like in-screen sensors, mobile device tracking, GPS data, real-time audience analytics, and cross-channel attribution for much greater accuracy.

Even with these advanced tools, 32% of marketers are still unaware of how DOOH performance attribution works ^[4].

Measuring Views and Reach

How to Count DOOH Views

Counting views for digital out-of-home (DOOH) campaigns has come a long way, thanks to advanced tracking technologies. Instead of relying solely on traffic estimates, advertisers now use a mix of methods to measure viewership more precisely. Impression multipliers help adjust for factors like screen location, venue type, and time of day, reflecting the "one-to-many" nature of DOOH displays ^[1].

Here are some common methods used:

These tools form the foundation for determining the size of your audience.

Calculating Total Audience

To calculate your total audience accurately, you need to combine several data points. Here’s what to consider:

• Ad log timestamps: Identify when your content was displayed.
• Device locations: Track mobile devices in proximity to screens.
• Venue type: Adjust for differences between, say, a mall and a highway.
• Screen placement: Indoor and outdoor screens affect visibility differently.
• Dwell time: Measure how long viewers stay in front of the screen ^[7].

"Understanding performance is about knowing where your creative was seen, when it was seen, and who it was seen by." – Clear Channel ^[10]

This layered approach helps advertisers create detailed audience profiles and measure campaign reach with improved accuracy.

View Tracking Software

Advanced tracking software takes audience measurement to the next level. These platforms integrate seamlessly with programmatic systems, enabling advertisers to adjust campaigns dynamically ^[8]. Here’s a breakdown of key features:

By combining multiple tracking methods, advertisers can gather more reliable data, making DOOH measurement as precise as online advertising ^[2].

The importance of accurate DOOH measurement is reflected in rising investments. Spending on measurement tools grew to $750 million in 2022, up from $182 million in 2012 ^[10].

Tracking User Engagement

Types of DOOH Engagement

DOOH (Digital Out-of-Home) displays now come equipped with features that allow for interactive audience engagement, making it easier to gather measurable data. These displays offer various ways for users to interact, helping advertisers track campaign performance more effectively.

Below, we explore how to measure these interactions in detail.

Measuring User Response

Advanced technology now allows advertisers to track real-time interactions. For instance, AdMobilize uses computer vision to monitor audience attention and engagement through sensors and cameras ^[9]. This method goes beyond simple reach and view data, offering a clearer understanding of campaign performance.

A great example is Boehringer Ingelheim's campaign in Spain. By using dynamic QR codes near pet stores, the company saw a 254% boost in positive brand perception ^[11]. These measurable outcomes make it easier to gauge success and compare results against industry benchmarks.

Industry Engagement Standards

DOOH campaigns show consistently strong engagement levels. In the U.S. alone, over 94 million consumers are expected to use smartphone QR scanners this year, with this number projected to grow to 102.6 million by 2026 ^[11]. QR code scans, therefore, remain a trusted metric for evaluating user interaction.

Engagement rates are often calculated using standard formulas. For example, if a DOOH campaign generates 50,000 impressions and 500 QR code scans, the engagement rate would be 1% ^[2].

Dynamic Creative Optimization (DCO) further enhances campaign performance by tailoring content in real time based on variables like weather, time of day, or local events. This approach not only boosts impact but also provides insights into how each creative variation performs ^[2].

Sales Impact and Results

Digital and Physical Sales Tracking

DOOH campaigns now utilize advanced methods to track sales across both online and offline channels. Advertisers connect DOOH exposure to actual purchases by leveraging techniques like device ID matching and geo-fencing. These tools help monitor actions such as website visits, app downloads, and in-store transactions ^[2].

Campaign Impact Analysis

Precise tracking methods allow advertisers to measure how campaigns influence consumer behavior. By monitoring verified exposure and subsequent actions, they can assess DOOH effectiveness. For example, White Claw's programmatic DOOH campaign boosted purchase consideration by 74% for their vodka launch. The campaign focused on targeting legal drinking-age adults, particularly Gen Z, Millennials, and young professionals aged 25-44 ^[12].

Store Traffic and Sales Results

Physical location data adds another layer of insight into DOOH campaign outcomes. By measuring foot traffic and in-store activity, advertisers can validate campaign success. A standout example is Holt Renfrew’s programmatic DOOH campaign, which strategically placed ads near competitors' locations. This approach led to:

• 400,000 verified store visits
• 500% increase in purchase intent
• Effective use of billboards, bus shelters, and office buildings ^[12]

Sea-Doo also saw impressive results with its first programmatic DOOH campaign. Targeting watercraft enthusiasts in Florida, the campaign drove a 144% increase in purchase consideration ^[12]. To further isolate the impact of DOOH efforts, companies often conduct sales lift studies, comparing results against control groups to evaluate changes in revenue and store traffic ^[7].

Conclusion

Modern DOOH (Digital Out-of-Home) measurement has made huge strides, thanks to advancements in technology. Programmatic tools now allow advertisers to fine-tune campaigns in real time, moving beyond simple impression counts to include detailed engagement metrics and conversion tracking. These tools provide a clearer picture of how campaigns perform.

Today’s DOOH measurement offers a detailed look at campaign success. For example, Computer Vision technology can achieve up to 90% accuracy in measuring audience exposure and linking ad views to real-world actions ^[3].

"As media progresses towards total audience measurement, ongoing advancements and capabilities will further empower marketers' revenue and effectiveness, giving them insights into driving multi-channel effectiveness, fueled by prDOOH becoming a core component of integrated media plans." - Adam Orridge, Senior Insights & Measurement Manager at VIOOH ^[13]

Here’s a quick breakdown of key strategies to ensure campaign success:

These methods align with the metrics and approaches discussed earlier. AI is also set to boost planning, forecasting, and reporting capabilities ^[1].

For advertisers aiming to improve their DOOH measurement, combining tools like location data, surveys, and QR code tracking can provide precise insights. This approach not only ensures accurate campaign evaluation but also enables ongoing adjustments to maximize ROI ^[1].