Digital Out of Home (DOOH) advertising has become a popular and effective medium for brands to reach their target audience in the real world. However, measuring the effectiveness of a DOOH campaign is crucial for evaluating its success. Optimizing strategies, and maximizing return on investment. In order to measure the effectiveness of a DOOH campaign, several key metrics and Key Performance Indicators (KPIs) need to be considered.
Metrics and KPIs in DOOH Advertising
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Impressions: In the realm of DOOH, Impressions may slightly differ from other digital channels. Here, Impressions denote the number of individuals exposed to and provided the opportunity to view an outdoor ad. It serves as the foundational metric, forming the basis for CPM (cost per mille) and serving as the currency for inventory transactions.
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Unique Reach and Frequency: These metrics gauge the number of unique individuals exposed to the campaign and the frequency of their exposure to the ads. Some campaigns prioritize broader Reach, while others benefit from higher Frequency. Balancing both metrics according to a brand’s objective is pivotal for a successful campaign.
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Viewers: This metric represents the count of people who actively engaged with the digital screen or advertisement. While it’s challenging to ascertain this with absolute precision, it remains a significant metric when available. Offering insights into audience engagement with outdoor ads.
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Conversion Rate: In DOOH, Conversion Rate refers to the number of desired actions taken by the audience. Such as visiting a website, downloading an app, or making a purchase. It measures the campaign’s effectiveness in driving user actions.
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Brand Awareness: This metric assesses the extent to which the target audience recognizes and is familiar with a brand. DOOH campaigns contribute to enhancing brand awareness by reaching a broad audience and delivering impactful messages.
Techniques for Measuring an effective DOOH Campaign
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Impressions: Advanced technologies like Computer Vision offer the most accurate method for counting the number of people or vehicles exposed to an ad. With an accuracy exceeding 90%. While equipping every location with such technology might be costly, integrating other methods like location data from mobile devices and geofencing can supplement impression measurement. Wi-Fi sensors, though less reliable, provide additional footfall data, ideally combined with other methods for comprehensive analysis.
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Unique Reach and Frequency: Cameras, complemented by mobile data and Wi-Fi, enable the determination of repeated visitors to locations. Facilitating the calculation of Reach (unique impacts) and Frequency (repeated impacts) levels for each OOH location.
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Conversion Tracking: Leveraging mobile data allows for tracking subsequent actions taken by individuals exposed to a campaign. Offering insights into the audience’s behavior post-exposure. While not as straightforward as online click-through rates, conversion tracking based on a sample of mobile IDs. Enables the determination of the percentage of the audience engaging in desired actions post-exposure.
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Brand Awareness: As a metric relative to individual perception and a broader perspective, Brand Studies remain the primary method for assessing changes in brand awareness following an OOH campaign.
In conclusion, evaluating the effectiveness of a Digital Out Of Home (DOOH) campaign demands a comprehensive approach. Analyzing key metrics such as impressions, brand awareness, unique reach, frequency, viewership, and conversion rate. By harnessing advanced technologies, real-time data analysis, and conversion tracking, advertisers can derive valuable insights into their DOOH campaign performance. Enabling informed decisions to optimize strategies. A platform capable of managing multi-source data becomes essential for visualization and integration with CMS data and other platforms involved in the purchase process (SSPs / DSPs).
The landscape of OOH advertising is evolving rapidly, with technology continually offering new options. We strongly encourage media owners and brands to explore and embrace these innovations, as true innovation occurs through implementation.
Contact us to learn more about how Admobilize can help media owners and retail locations to accurately measure their audience, collect multi-source data, automate their reporting capabilities and power their programmatic connections.