Top 7 DOOH Analytics Tools for Campaign Optimization

Key Tools:

1. Verizon Digital Signage (VDS): Tracks impressions, integrates consumer touchpoints, and offers full-funnel analytics.
2. Vistar Media Cortex Platform: Combines inventory management, real-time performance tracking, and remote deployment.
3. Broadsign Ayuda: Features real-time tracking, ROI analytics, and campaign management tools.
4. Hivestack Analytics Suite: Provides geo-temporal targeting, dynamic creative optimization, and audience segmentation.
5. Adomni Audience IQ: Offers advanced audience tracking with over 1,600 behavioral and demographic segments.
6. Place Exchange PlaceIQ: Uses location data for audience targeting and real-world movement analysis.
7. Quividi VidiReports: AI-powered audience detection and real-time campaign adjustments.

Why These Tools Matter:

• Real-Time Optimization: Adjust campaigns instantly based on live data.
• Audience Insights: Understand viewer behavior to improve targeting.
• Cross-Channel Integration: Link DOOH with other channels for better attribution.

DOOH campaigns are becoming smarter and more data-driven. These tools ensure your ads reach the right audience, at the right time, with measurable results.

Dianalytics, the first suite of analytics for DOOH

1. Verizon Digital Signage (VDS)

Verizon Digital Signage (VDS) offers a powerful solution for DOOH (Digital Out-of-Home) analytics, combining advanced measurement tools with features designed to optimize campaigns. As part of Verizon Media's DOOH platform, it simplifies campaign management and monetization ^[3].

The platform’s analytics are built around three key features:

VDS also processes contextual data - like weather, location, and device interactions - in real time, without relying on individual identifiers ^[5]. This privacy-conscious approach has gained importance as the industry adjusts to changes such as Google's decision to phase out third-party cookies in Chrome, which currently holds a 64% global market share ^[5].

Verizon Media Ad Effectiveness studies help measure outcomes like:

• Conversion lift across different channels
• Purchase behavior insights using email receipt data
• Impact on foot traffic
• Correlation with search activity

"With the launch of our full-funnel DOOH suite, we're giving advertisers and agencies everything they need, in one platform, to be successful. We're also unifying the planning, buying, and measurement of DOOH with all other omnichannel strategies, so marketers can move from a siloed view of the consumer and their campaigns to a holistic one."
– Iván Markman, Chief Business Officer, Verizon Media ^[4]

In addition to its detailed metrics, VDS provides predictive insights. Advertisers gain access to granular data on DOOH inventory and pricing across DMAs, venue types, and media owners ^[4]. This helps them make smarter decisions about where to place ads and how to allocate budgets.

VDS also supports audience retargeting across devices to create seamless omnichannel experiences. It integrates securely with external platforms using an OAuth2 framework, ensuring both flexibility and security for advertisers.

2. Vistar Media Cortex Platform

The Vistar Media Cortex Platform is a content management system built specifically for DOOH analytics. It combines device management with performance tracking to help advertisers get the most out of their campaigns.

Here’s a breakdown of the platform’s key components and their benefits:

For instance, Basis Technologies’ integration with Vistar’s SSP in 2023 allowed programmatic DOOH buying across premium networks like Lamar Advertising and Clear Channel Outdoor ^[10].

What sets Cortex apart is its ability to handle complex data while staying easy to use. As Winston Benedict, Chief Technology Officer at GSTV, puts it:

"Vistar is a proven partner that combines enterprise-grade engineering with nimble innovation to meet the needs of our growing network" ^[6]

Some standout features of Cortex include:

• Remote Deployment: Update content instantly across networks.
• Custom App Development: Supports HTML, CSS, and JS for tailored analytics.
• Automated Task Management: Built-in ticketing system to streamline operations.

Georgina Fox, Head of Digital Sales at oOh! Media, highlights the platform’s collaborative approach:

"Vistar are a fantastic tech partner to work with... they have been a fantastic and collaborative partner who are dedicated to growing the channel and building and servicing capability that meets the needs of media owners and buyers." ^[9]

Cortex’s ad server acts as a real-time decision-making engine, providing full visibility into inventory across both direct and exchange demand sources ^[7]. This all-in-one approach helps advertisers make smarter choices about inventory and pricing.

Michelle Hernandez, Director of Omni Digital Marketing at UGG, shares her experience:

"We chose to partner with Vistar for a reason: it makes our offering more robust, they are awesome to work with, it's a seamless integration into our current workflow and the innovation of the product is second to none" ^[8]

3. Broadsign Ayuda

Managing DOOH campaigns effectively requires accurate analytics, and that's where Broadsign Ayuda comes in. This suite combines campaign management with detailed measurement tools. Its ERP tool, Splash, allows users to oversee both static and digital campaigns from a single dashboard.

The platform focuses on three main areas: real-time campaign tracking, financial analytics to monitor ROI, and operations management to allocate resources efficiently. Together, these features provide advertisers with clear, actionable insights for every part of their campaigns.

Broadsign Ayuda also integrates seamlessly with Broadsign Reach, a programmatic DOOH SSP, which brings together demand from various sources ^[11].

Ryan Pogy, Director of Data Partnerships at Broadsign, highlights the importance of innovation in measurement:

"Attribution is an evolving field, and staying informed about new tools and methodologies is crucial for staying competitive in today's market. The more we innovate in DOOH measurement, the better we can justify media spend and optimize campaign performance." ^[12]

The platform's effectiveness was showcased in a Holt Renfrew campaign. By combining brand lift studies with foot traffic analysis, the campaign achieved a 600% increase in brand preference and drove 400,000 verified store visits ^[12].

Broadsign Ayuda’s measurement tools include brand lift studies, foot traffic analysis, device ID passback, and web/app lift studies. These features help advertisers make data-driven decisions, even in fragmented media landscapes. The standardized analytics framework ensures campaigns perform well across various media environments.

For sales teams, the Juice application simplifies the proposal process. It checks site availability and automates proposal creation, saving time and effort ^[11].

4. Hivestack Analytics Suite

The Hivestack Analytics Suite offers tools to fine-tune DOOH (Digital Out-Of-Home) campaigns with real-time data and advanced audience targeting features.

Through the Hivestack DSP, advertisers gain detailed insights, such as hourly impressions, timeline trends, and performance metrics for individual screens. These insights help ensure budgets are allocated effectively ^[13].

One standout tool is the Hivestack Planner, designed to help advertisers map out campaigns and simplify the planning process ^[2]. By leveraging both first- and third-party data, the platform supports targeting through features like:

• Geo-temporal Heatmapping
• Demographic Analysis
• Custom Audience Segmentation
• Cross-screen Retargeting
• Dynamic Creative Optimization ^[14]

In action, this approach has proven effective. For example, a recent Mazda campaign saw dealership visits rise by 30% when comparing exposed audiences to a control group ^[13].

"Hivestack provided us with transparency on what we're buying in real-time. This is important because it allows us to optimize our investment to things such as screens, format, time, or the day in a way that we've never been able to do before." ^[14]

The platform also employs a trigger-based delivery system, which adjusts campaigns based on factors like:

• Audience concentration patterns
• Consumer behavior trends
• Proximity to key points of interest
• Weather conditions ^[14]

"The industry's ability to better measure OOH and comprehend commuter behaviour has been progressively refined in recent years, and it will only continue to advance. The wealth of data available to us that is combined with programmatic technology will open a new avenue for brands to achieve both reach and power, led by data and precise targeting." ^[15][16]

Additionally, the Hivestack Analytics Suite integrates smoothly with existing ad tech platforms. Through its DOOH header bidder, it provides a unified auction framework, helping publishers maximize revenue across direct and programmatic channels. This creates a streamlined solution for DOOH advertising.

5. Adomni Audience IQ

Adomni's Audience IQ takes DOOH (Digital Out-of-Home) campaign targeting and measurement to the next level with advanced audience tracking.

Using data from 200 million devices, the platform delivers detailed insights through over 1,600 audience segments across nine categories like behavior, dining, shopping, and demographics - all included at no additional cost ^[17][19].

By analyzing millions of data points from more than 160,000 screens, the platform identifies the best placements to maximize engagement and ROI ^[21]. This level of precision has already proven successful in real-world campaigns.

"With our Audience IQ technology, billboard operators can now sell their OOH inventory by audience segments, not just by location. With this new capability, we believe that there will be a substantial increase in the number of OOH buyers, as the digital media landscape and the world of roadside billboards come together." - Jonathan Gudai, CEO of Adomni ^[22]

Take the BurgerBlast campaign in Q3 2023, for example. By targeting "lunchtime diners" and "commuters" in five major US cities, the campaign delivered:

• A 22% boost in foot traffic within a 1-mile radius of targeted screens.
• A 15% increase in mobile app downloads in campaign regions.
• Strong engagement through QR code interactions.

Key Partnerships

Adomni's partnerships further strengthen its data and analytics offerings:

Campaign Measurement and Reach

Adomni provides detailed KPI performance reports through Reveal Mobile, requiring a minimum of 10 million impressions ^[20]. The platform also integrates with top-tier digital video channels like CTV, OLV, YouTube, and Amazon Prime Video ^[18].

6. Place Exchange PlaceIQ

Place Exchange PlaceIQ is a platform that uses location data to provide insights into consumer behavior and movement patterns, specifically for digital out-of-home (DOOH) advertising. After being acquired by Precisely in 2022, it expanded its offerings with two main products: PlaceIQ Audiences and PlaceIQ Movement.

Advanced Audience Targeting

PlaceIQ Audiences gives advertisers access to over 1,200 audience segments, both custom and syndicated. These segments allow targeting based on real-world behaviors. The platform works smoothly with major DMPs (Data Management Platforms) and DSPs (Demand-Side Platforms), offering insights such as:

This audience data is further enhanced by movement analysis, helping advertisers fine-tune their strategies.

Real-World Performance Measurement

PlaceIQ Movement goes beyond segmentation by analyzing how people move in the real world. Using proprietary visitation data, it helps create marketing strategies backed by data. The platform’s PerView tool offers measurement capabilities across:

• Geographic areas
• Consumer segments
• Timeframes
• Venue types

"We built the PerView product to address the marketplace's need for dynamic, up-to-date measurements of reach, frequency, and impressions across the wide range of formats and venue types that comprise Out of Home." - Ari Buchalter, CEO of Place Exchange ^[24]

Integration Success Story

In March 2023, Starbucks used PlaceIQ Audiences for a campaign in the Seattle area. By analyzing foot traffic from 150 competitor locations over 90 days, the campaign led to a 12% increase in Starbucks app downloads and a 7% boost in same-store sales at the targeted locations.

Dynamic Creative Optimization

PlaceIQ also allows campaigns to adapt in real time based on factors like location, weather, time of day, and live data. This flexibility, combined with dynamic reporting, supports ongoing campaign improvements. For example, in May 2022, The Neuron partnered with PlaceIQ to enhance DOOH capabilities.

"The integration of PlaceIQ's intelligence-driven location analytics with The Neuron's powerful DOOH platform means that we can deliver cutting-edge solutions to our respective clients." - Brian Bradtke, VP, Partner Development, PlaceIQ ^[23]

7. Quividi VidiReports

Quividi VidiReports transforms video feeds into actionable insights for digital out-of-home (DOOH) advertising. With AI-powered technology, it achieves up to 90% accuracy in audience measurement ^[26]. This accuracy forms the backbone of its detection and real-time adjustment capabilities.

Advanced Audience Detection

VidiReports uses advanced image processing and non-intrusive sensors to analyze audience behavior while respecting privacy. It can detect audiences from up to 131 feet (40 meters) with 95% precision ^[27]. Key metrics it tracks include:

Real-Time Campaign Adjustments

With precise audience data, VidiReports enables dynamic campaign updates through its CMS integration. Its API suite supports:

• Instant API Integration: Triggers content immediately based on demographics and engagement.
• HTML5 Interactive Scenarios: Tailors experiences to audience characteristics.
• Audience Per Content Analysis: Provides detailed performance data for each content piece.

"Our platform is the only one in the market that provides users with the ability to run, at the same time and at scale, a face detection solution and a body count solution." - Olivier Duizabo, President Quividi ^[27]

Real-World Results

In September 2018, Waapiti, a retail digital signage company, integrated VidiReports with its CMS. The results showed that campaigns powered by Quividi led to sales increases of over 20% compared to standard messaging ^[28].

"By adding Quividi to our already large range of digital tools, Waapiti can now provide metrics and insights to prove the efficiency of key content elements and define new marketing goals and strategies." - Gemma Cuscó, Waapiti CEO ^[28]

Privacy-Focused Design

VidiReports prioritizes privacy by using an anonymous measurement system. It processes audience data without storing facial images or biometric details, ensuring compliance with privacy regulations ^[25].

Privacy-Compliant Analytics

• Automated GDPR/CCPA compliance checks
• Anonymous, aggregated data collection
• Secure, enterprise-grade data storage

Tools for Measuring Performance

Advertisers can track engagement, analyze audience behaviors, and create automated performance reports. These reports combine DOOH analytics with mobile and online data, offering a unified view across channels. With these tools, marketers can make informed, real-time decisions to maximize ROI.

Wrapping It All Up

This guide has explored how advanced analytics are reshaping DOOH campaigns, turning them into precise tools for improving ROI. The evolution of DOOH analytics has brought in smarter, data-focused tools. With DOOH spending on the rise and 76% of consumers acting after seeing DOOH ads ^[1], the impact of these campaigns is clear.

Here's why DOOH analytics tools are a must-have for modern advertisers:

These numbers highlight the power of optimizing DOOH campaigns. For instance, Michael Kors Jewelry saw a 13% rise in brand awareness during regular periods and a 39% jump during the holidays by leveraging advanced analytics tools ^[32].

"The ability to use data to create audiences and target consumers in the physical world means DOOH is no longer an antiquated or analogue channel", says Aliana Heffernan from Vistar Media ^[31].

If you're ready to make analytics work for your DOOH campaigns, here’s how to get started:

• Set clear goals and KPIs: Know what success looks like before launching your campaign.
• Pick the right tools: Look for platforms with detailed audience targeting features.
• Measure across channels: Track how DOOH complements your other marketing efforts.
• Leverage programmatic tech: Use real-time adjustments to maximize impact.

The future of DOOH analytics is heading towards AI-driven insights and smarter targeting. As The Economist puts it, DOOH is "embracing digital technologies" ^[30], transforming outdoor ads into a cutting-edge, data-powered channel.

With 38% of US marketers planning to increase their DOOH budgets in 2024 ^[1], now is the time to adopt these tools and drive better campaign results.