Measuring out-of-home (OOH) advertising campaigns is a crucial step in determining their effectiveness. It allows advertisers to gauge the success of their ads and make data-driven decisions to optimize future campaigns.
To measure OOH ads, there are several metrics and tools available that can provide valuable insights. These metrics include reach, frequency, engagement, and conversion rate. By analyzing these metrics, advertisers can get a clear picture of the impact of their ads and make informed decisions to improve their campaigns.
- Traffic counting: This method involves counting the number of people or vehicles that pass by the OOH ad location. Traffic counting can provide valuable information about the reach and frequency of the ad, and help advertisers determine whether the location of the ad is effective. One of the main companies that OOH agencies use is geo path. They provide most players in the industry with their data points.
- Surveys: Surveys can be conducted to measure the impact of an OOH ad on its target audience. Questions can be asked to gauge awareness, recall, and overall perception of the ad. This data can then be used to evaluate the ad’s effectiveness and make improvements to future campaigns. The highest ad recall rate in the industry is projection advertising with a whopping 70% of people remembering the ads on average.
- Mobile data: By analyzing mobile data, advertisers can gain insights into the behavior of individuals who have been exposed to the OOH ad. This includes information such as where they went after seeing the ad, how long they stayed in a certain location, and whether they made a purchase. This can help advertisers determine the ROI of their OOH campaigns.
- Eye-tracking technology: Eye-tracking technology can be used to determine where people are looking when they pass by an OOH ad. This information can be used to improve the design and placement of future ads to maximize their impact.
- Social media analysis: By monitoring social media channels, advertisers can gauge the impact of their OOH ads on the public. This includes measuring the number of social media mentions, shares, and engagement related to the ad. This data can be used to assess the ad’s effectiveness and make adjustments for future campaigns.
Overall, by using a combination of these methods, advertisers can gain a comprehensive understanding of the impact of their OOH ads and make informed decisions about future campaigns.
