Month: June 2024

Product News | October 11, 2021

What is programmatic digital out-of-home (pDOOH)?

If your agency or brand uses online advertising, you may already know the basics of programmatic ad buying or have even set up a campaign using a demand-side platform (DSP). But even if the technology is similar, a few features of programmatic DOOH are unique compared to other digital formats, and there are certain factors to consider when integrating pDOOH in your omnichannel strategy – especially if the outdoor space is totally unfamiliar to you.

But what is pDOOH, exactly? Programmatic digital out-of-home, also known as programmatic DOOH or pDOOH, refers to the automated buying, selling, and delivery of out-of-home (OOH) advertising – that’s ads on digital billboards and signage.

Sounds simple? In a way, it is. With programmatic DOOH, computers are automating the sale and delivery of ad content in a similar way to what you see with most online advertising. Buyers will set conditions under which they want to buy media; when those conditions are met, ads are automatically purchased.

However, since programmatic DOOH ads appear out in the world and not on personal devices, your approach to building a programmatic DOOH campaign will likely differ from what you’re used to online.

Here’s a closer look at what programmatic DOOH is and how to use it to its full potential.

Jump ahead to:

What is digital out-of-home (DOOH) advertising? A quick refresher on why DOOH is great in general

Marketers are increasingly seeing the value of DOOH, and it’s reflected in the continued growth of out-of-home advertising. In fact, one-third of all OOH ad spend in 2023 was directed to DOOH — and it’s projected to grow another 10% by the end of 2024. 

So, what is DOOH media? There’s a lot to love, but here are a few standout details.

  • DOOH ads can offer unmatched size: Big digital screens offer a lot of room to execute visually stunning ideas (see our favourite OOH and billboard ads) in a way you can’t match on personal devices. Even smaller DOOH displays, like digital signage, totems, and displays on bus stops, are going to offer a larger canvas with great visual potential. 
  • DOOH is unskippable and ad-block-proof: If people are around a digital display, they’re going to see it. There are no ad-blockers, no below-the-fold positions, and no issue of users switching over to a different app or tab. That’s partly why nine in ten U.S. adults (88%) notice OOH ads, and nearly 80% have engaged with an OOH ad in the past 60 days.
  • (D)OOH supercharges your other channels: Yes, digital out-of-home and traditional OOH advertising are impactful on their own, but they shine when you pair them with other advertising channels. Research from MRI-Simmons and the Outdoor Advertising Association of America found that using OOH alongside other channels can boost reach by as much as 100%.
  • DOOH drives real-world action: A new Harris Poll study reveals that DOOH is the preferred and most motivating medium compared to other forms of advertising. Notably, 76% of recent DOOH ad viewers reported taking action in response to an ad, highlighting its effectiveness in driving consumer behaviour.

pDOOH vs DOOH: Why programmatic digital out-of-home is even better

So take everything great about DOOH and layer extra data, better targeting, and easy access. That’s what you’re looking at with programmatic DOOH. Let’s dig into that in a little more detail.

Programmatic DOOH is DOOH improved by data

  • Programmatic DOOH uses data analytics to provide detailed insights into campaign performance, including audience engagement and effectiveness. 
  • Traditional DOOH campaigns typically rely on less granular data, such as general traffic patterns and location demographics, limiting the ability to tailor and optimize campaigns effectively.

While traditional DOOH relies on more general metrics and lacks the granular data needed for in-depth analysis, programmatic DOOH uses data analytics to provide detailed insights into campaign performance, including audience engagement and effectiveness. This helps advertisers optimize their strategies and improve ROI.

The key to understanding programmatic DOOH is this: programmatic transactions allow you to set specific conditions based on external data that will trigger a DOOH ad slot purchase. The fun thing is that there are virtually no limits to the kinds of data that can be used to trigger content.

There are simple options, like having different creatives delivered based on the time of day. There are also slightly more advanced options, like the weather, daily market performance, or the ongoing results of a sporting event. You can even use live audience information to trigger content that is ideal for the majority of people at a location at any given time.

And, of course, you can use multiple triggers based on multiple data sources to get really granular with your targeting.

This all leads to great things. Using one or more data triggers to drive a programmatic DOOH campaign can open the door to creative and memorable campaigns. Better still, it helps ensure your audience sees your ads at the most relevant times.

Example: See how foodora used weather, time of day, and location data to drive a creative, effective, and very relevant programmatic DOOH campaign.

Programmatic DOOH is faster and more flexible

  • Programmatic DOOH allows advertisers to purchase ad space in real-time through automated bidding platforms, allowing advertisers to adjust their campaigns based on performance, availability, and changing conditions.
  • Traditional DOOH often requires pre-booking ad space, limiting flexibility and responsiveness.

Unlike classic or directly purchased DOOH, pDOOH allows advertisers to buy inventory in near real-time without needing upfront commitments or predefined schedules. This provides a high degree of flexibility and responsiveness, minimizes lead times, and makes optimizing ad placements and adjusting spending on the fly easier. 

Survey results from IAB Australia’s 2024 Attitudes to Programmatic DOOH report show that just over half (52%) of advertisers see programmatic DOOH as a significant or regularly considered part of their activity, and a further 36% have experimented with it. Flexible buying is a key factor, with 68% of agencies and 55% of brand marketers and advertisers citing programmatic flexibility as a major driver for usage. 

Strictly speaking, programmatic doesn’t enable anything that can’t be accomplished with a direct buy. The difference programmatic makes is in terms of speed and efficiency. You can deliver relevant messaging much more quickly and without making repeated direct buys.

In the foodora example above, audiences were delivered different messages at lunch and around dinnertime. They were prompted to go for a nice walk to pick up their food if it was sunny and to treat themselves to delivery when it was raining. The restaurants suggested to them differed depending on where they were located when seeing the ad. All of this was accomplished without additional input from foodora once the campaign had been set up.

Programmatic can help you accomplish similar results for whatever conditions you want to set. As soon as the time is right, you can automatically deliver the right message to the right screen to reach your audience, whoever they are.

Programmatic DOOH is easily accessible through leading DSPs

More and more DSPs are getting on board with programmatic DOOH. It’s making adding DOOH to multichannel campaigns much more straightforward, and we’re already seeing buyers use this opportunity significantly. 

Existing content can often be easily adapted to suit a digital out-of-home display. The medium’s support for dynamic DOOH and adaptive HTML5 formats, in particular, can greatly help buyers reuse existing content from an online and/or mobile campaign in a programmatic DOOH campaign.

As a bonus, programmatic allows you to buy across multiple publishers simultaneously. It’s much quicker and easier to build a programmatic campaign targeting screens across various networks than reaching out to each business individually to coordinate your buy.

As more DSPs begin to support programmatic DOOH and more buyers start incorporating the medium into their campaigns, the format will likely become an integral part of most mainstream media buys.

Measuring the effectiveness and ROI of programmatic DOOH campaigns

Many brands approach DOOH expecting a measurement standard equivalent to the online impression or gross rating point (GRP). However, DOOH media is different. It spans a variety of display types, not just browsers, TVs, or apps, which presents challenges in creating fully standardized metrics. 

Another key difference is that ads are served in a one-to-one environment when you load a web page, so ‘one ad served’ equals ‘one impression.’ By contrast, DOOH advertising is served in a one-to-many environment. A single DOOH ad has the potential to achieve hundreds of impressions. But how can we really know that? And what does a DOOH impression look like anyway? 

Fortunately, several reliable and rigorous measurement methods are available to help make a strong case for DOOH, and these have been bolstered even further in recent years through the growth of programmatic transactions in the DOOH space. 

Key performance metrics to measure the success of pDOOH

OOH is fundamentally a brand awareness medium. There’s lots of evidence that OOH campaigns can have a significant positive impact on metrics such as brand awareness and brand recall. However,  marketers likely also want to measure the impact of adding DOOH to their other channels. 

Technological advancements are now making it possible to obtain reliable, trustworthy, and privacy-compliant data to analyze campaign performance. Understanding which specific metrics you want to track and measure ahead of time will make it easier to design and evaluate the campaign’s overall success.

Some of the top measurement solutions for direct attribution include:

  • Brand lift: Often conducted via surveys broadcasted in geo-locations within a specific zone of the exposed DOOH screens, brand lift studies seek to measure a DOOH campaign’s effect on overall brand metrics like ad recall, awareness and perception, consideration, and intent.
  • Foot traffic attribution: Commonly used by brands with physical locations to measure a lift in store visits post-DOOH exposure, foot traffic studies provide insights into immediate attribution by mapping audience travel patterns before and after they pass specific screens or points of interest.
  • Mobile retargeting/mobile ID passback: Including mobile retargeting in your omnichannel strategy is one of the best ways to amplify your campaign. Data experts specializing in device ID passback capture device IDs when audiences enter defined location boundaries. This data is then analyzed and translated into qualified audience profiles, which can later be retargeted with mobile ads via your DSP. Capturing exposed device IDs can enable additional measurement of how your DOOH campaign impacted other media channels.
  • QR code attribution: QR codes on DOOH ads offer an interactive and accurate way to measure engagement by tracking the number of codes scanned and sequential offers delivered based on interactions. They also allow for A/B performance testing and help measure converted sales that can be directly attributed to each campaign. 

For more expert insights and campaign planning tips, check out our actionable guide, 6 steps for integrating DOOH in your omnichannel marketing strategy.

Examples of pDOOH in action

Looking for inspiration? Here are two programmatic digital out-of-home advertising examples that show how different agencies and brands have leveraged the medium.

Holt Renfrew: Driving in-store foot traffic & boosting intent

With Nordstrom closing its doors in Canada, Holt Renfrew, the country’s largest fashion and lifestyle retailer, wanted to capitalize on the shutdown of its competitor to regain market share in key customer demographics. More specifically, it wanted to boost consideration and drive consumers to its brick-and-mortar stores nationwide. 

The retailer did so by simultaneously launching two large-scale programmatic digital out-of-home campaigns promoting its ‘Holts <3’ sale event, partnering with Havas agency to launch the campaign via the Broadsign Ads DSP in major Canadian cities like Toronto, Vancouver, and Montreal.

WATCH: See how Holt Renfrew’s large-scale programmatic campaign boosted brand KPIs

Read the full Holt Renfrew case study to learn how the luxury retailer drove 400,000 store visits and a +500% lift in purchase intent with its programmatic digital OOH campaign.

Sea-Doo: Increasing Purchase Consideration in Florida

Sea-Doo, a brand of personal watercraft and boats manufactured by Bombardier Recreational Products (BRP), recently sought to strengthen brand recognition, purchase consideration, and share of voice in its primary market of Florida. 

To reach its core audience of personal watercraft, pontoon, and fishing enthusiasts, the brand turned to programmatic DOOH — its first experience with the medium. Launched in collaboration with Touché! agency and Broadsign Ads DSP, the DOOH campaign ran alongside other channels like search and social media and resulted in a +144% lift in purchase consideration. The campaign also provided a major boost in brand perception, creating a +130% lift in positive brand image

WATCH: See the behind-the-scenes of Sea-Doo’s campaign with Touché agency

Read the full Sea-Doo case study to learn how the brand’s first digital OOH campaign increased purchase consideration in key cities like Orlando, Jacksonville, and Tampa.

Educational resources for programmatic DOOH

Though programmatic DOOH has come a long way, even in the past couple of years, the industry still needs to overcome some challenges.

According to new research from JCDecaux UK, most people buying DOOH advertising programmatically (over three-quarters, or 77%, of UK pDOOH marketers) are always directly involved in planning or buying at least one other channel. That means most teams tasked with buying programmatic digital out-of-home (pDOOH) media today are not made up of dedicated OOH specialists but broader digital buyers who are now including DOOH in their programmatic planning mix.

While these findings indicate the increased accessibility of programmatic DOOH, they also hint at the growing need for integrated omnichannel teams to gain the OOH expertise required to incorporate pDOOH successfully and productively into their cross-channel planning.

We’ve compiled some resources to help you learn more about programmatic DOOH:

Programmatic DOOH is still relatively young, but it’s also an exciting playground for digital newcomers. Take it for a spin and see how it enhances your existing campaigns. You might be surprised by just how much it helps!

Learn how to plan, trade, and succeed in pDOOH in our specialist doohx course designed for those on the buy-side of programmatic DOOH. Upskill your knowledge or build a team ready to take advantage of the latest innovations, technologies, and opportunities pDOOH offers.

Product News | October 11, 2021

Out-of-Home’s push for a more sustainable future

Historically, the out-of-home (OOH) industry has been perceived as resource-intensive thanks to its physical nature. From printed ads to always-on digital screens and illuminated billboards, the environmental impact of the medium is hard to miss. And that’s not to mention the logistics of transporting materials and maintaining physical locations.

So it may surprise people that, according to recent research by KPMG and Outsmart, the accredited OOH trade body in the UK, outdoor advertising is responsible for less than 3.5% of the advertising industry’s carbon footprint and only 3.3% of its power consumption across the region. That placed OOH as the most sustainable advertising medium in the UK, compared to Online, TV, Radio, Print and Email. 

While these numbers are impressive, there’s still work to be done for OOH to become a ‘green’ sector. Sustainability is becoming crucial for the industry’s long-term viability, especially as consumers increasingly prefer environmentally conscious products and practices. As a result, brands are investing more in R&D to meet these demands, and agencies are stepping up with initiatives like incorporating sustainable materials into campaigns and setting certification standards for OOH suppliers.

Let’s take a look at the steps the OOH industry is taking to build a more sustainable future.

Where Does OOH stand in the sustainability conversation?

According to Outsmart and KPMG’s study, OOH represents less than 1% of annual power consumption in the information communication technology (ICT) sector. The large number of personal devices in use and the data transmission networks and data centres that enable them account for 99.4% of annual ICT power consumption. 

OOH is also a one-to-many platform where a single ad reaches a broad audience, making it an efficient medium for engaging with large numbers of people. The same study found that OOH emits less carbon per impression than all other media measured, coming in at 0.25g CO2eq – less than half of its closest competitor media. 

So, how is the OOH industry addressing sustainability challenges? Many media owners and ad tech providers are setting their own standards for greener practices. Still, some governing bodies are forming committees to foster dialogue and encourage the adoption of sustainable business practices within the industry. For example, the World Out of Home Organization (WOO) has established a Global Sustainability Task Force that focuses on sharing best practices for companies and WOO members to implement sustainability into the heart of their businesses.

Learn more about sustainability at Broadsign.

Greener practices in OOH

Compared to other advertising channels, OOH media owners have more control of the supply chain and end-to-end operations, allowing them to improve sustainability in a more direct way. 

Practices include:

Recyclable materials and eco-friendly printing

Traditional or static billboards, typically made from PVC or vinyl, are not biodegradable and pose recycling challenges, leading to more waste in landfills. The production of these materials is energy-intensive and generates considerable waste as they require frequent replacement when ads change. Additionally, the emissions from transporting and installing these billboards add to their environmental impact.

OOH media owners are starting to make significant strides by incorporating refurbished and recyclable materials into billboards and related collateral. The construction and installation of OOH furniture are at the top of mind, with some media owners replacing steel casing wraps around panels with more eco-friendly alternatives and recyclable plastics.

Sustainable printing practices are essential to a greener OOH industry, from using eco-friendly inks like water- or soy-based varieties to partnering with companies that invest in responsible paper sourcing, advanced printing technologies, and effective waste management.

Tip: Just as brands and agencies demand certification requirements for OOH suppliers, media owners should prioritize suppliers based on their environmental credentials and sustainable product offerings. 

Reusability programs

Once a campaign concludes, it’s important to ensure that all materials are recycled or disposed of in an environmentally responsible manner. This involves managing the disposal of used billboards and signage and informing clients about the available recycling options for their displays. Educating clients about these options helps promote sustainable practices and ensures that materials are handled in a way that minimizes environmental impact.

Renewable energy sources

Renewable energy, like switching to LED displays or powering digital OOH (DOOH) screens with solar or wind panels, is another area of investment for media owners. A separate study from Outsmart and PwC found that the outdoor industry has increased its use of renewable electricity to over 90%. 

LED technology offers significant energy efficiency and a longer lifespan compared to traditional lighting options, making it an ideal choice for OOH suppliers aiming to reduce energy consumption and operational costs. Solar energy can also power various formats, from digital billboards to kiosks, reducing reliance on nonrenewable electricity. While the initial investment in LED and solar technology may be higher, the long-term savings from reduced energy use and maintenance are substantial. Additionally, adapting to ambient light levels based on the time of day and season and powering down digital screens during overnight hours can further enhance energy efficiency.

Local sourcing and community impact 

Local sourcing in OOH refers to obtaining materials and services from local suppliers and vendors rather than importing them from distant locations. This approach helps reduce the carbon footprint associated with transportation and supports the local economy. In the context of OOH advertising, local sourcing might involve prioritizing nearby manufacturers for billboards and signs, working with local printing companies, or engaging local contractors for installation and maintenance. 

Additionally, outdoor advertising companies must understand how their displays might affect local ecosystems and communities. Proper placement of these ads should be considered to help minimize negative impacts on both the environment and local residents.

OOH advertising’s real-world presence gives it the impact, buzz, and effectiveness that make it a valuable part of any media mix. However, it’s important to balance this tangible, in-person touchpoint with efforts to improve sustainability. By staying mindful of ways to reduce our environmental impact, we can continue to engage consumers effectively while advancing toward a greener future in advertising.

Explore the current state of sustainability in OOH and the industry’s efforts to drive environmentally conscious practices.

Doohx members can access the latest masterclass, Sustainability in OOH, by visiting the Knowledge Base online or via the doohx app. Not a member yet? Learn more here.

Product News | October 11, 2021

Supercharge your Black Friday and Cyber Monday campaigns with out-of-home advertising

Black Friday and Cyber Monday have become pivotal dates on the retail calendar, marking the unofficial start of the holiday shopping season. Originally a single day of in-store sales, Black Friday has now evolved into a full weekend event, with shoppers flocking to brick-and-mortar locations on Friday and turning to online deals during Cyber Monday. According to the National Retail Federation (NRF), a record-breaking 200.4 million consumers shopped over the five-day holiday weekend from Thanksgiving Day through Cyber Monday last year, breaking the previous year’s record of 196.7 million shoppers.

The holiday shopping season isn’t just about big sales—it’s a race for consumer attention, with brands vying to make the biggest impact. Shoppers are actively hunting for deals, making them more open to ads highlighting promotions or new products. But in the crowded digital space, standing out is tough. That’s where out-of-home (OOH) advertising shines. OOH reaches consumers when they’re most receptive, driving foot traffic to stores and boosting digital campaigns, giving brands the visibility needed to win big this holiday season.

Capturing attention across the blended shopping journey

Holiday shopping habits have significantly transformed in recent years, with consumers spreading out their purchases to reduce stress and better manage their budgets. 2023 NRF research revealed that 59% of holiday shoppers had already started browsing and buying by early November. This earlier start to shopping has turned what was once a single weekend frenzy into a more extended, thoughtful process as consumers aim to get ahead of the rush.

So, where are consumers making most of their purchases? Recent surveys show that shoppers are seamlessly blending in-store and online experiences. According to the NRF, 134.2 million people shopped online during last year’s Black Friday weekend, up from 130.2 million in 2022. Data from eMarketer echoes this trend, projecting holiday e-commerce sales to grow by 9.5% year-over-year, accounting for 19.8% of 2024’s total holiday retail sales.

Despite the growth of online shopping, in-store experiences remain a major part of the consumer journey. Over last year’s Black Friday weekend, 121.4 million shoppers visited physical stores, a number nearly identical to the previous year. With consumers actively moving between digital and physical spaces, brands need an advertising strategy to capture attention across both worlds.

Boost in-store shopping visits

With its increased mobility and foot traffic, the holiday season amplifies the potential of OOH advertising to influence shoppers as they navigate stores and retail centers. Strategic ad placements—whether on billboards near malls, digital displays in transit hubs, or along busy streets—enable advertisers to engage audiences during high-impact moments. By targeting shoppers already primed to browse and buy, OOH can drive store visits and prompt immediate action during the holiday rush.

Beyond awareness, OOH’s dynamic capabilities make it perfect for promoting time-sensitive offers. According to Vericast’s 2024 Holiday Retail TrendWatch, 38% of consumers are most interested in receiving deals and discounts that will make holiday shopping more affordable. Meanwhile 56% say the holiday season is a great time of year for purchases because of sales and discounts.

Footwear brand Schuh promotes its Black Friday sale in high-traffic locations.

Programmatic DOOH can display real-time updates on limited-time sales, exclusive discounts, or last-chance promotions, prompting consumers to act quickly. For example, digital displays in shopping areas can alert shoppers to flash sales that end in a few hours, pushing them to visit nearby stores immediately. This kind of messaging taps into the urgency of the season, especially with 30% of shoppers purchasing earlier to avoid missing out on specific items.

Case Study: See how Holt Renfrew drove 400,000 store visits with its programmatic DOOH campaign.

In addition to its role outside of stores, OOH can amplify its impact through in-store retail media activations. Digital displays within retail environments can showcase current promotions and exclusive deals right at the point of purchase. These in-store elements reinforce the messaging encountered earlier and provide a seamless transition from outside advertising to immediate action, driving impulse buys and enhancing shopper engagement during peak shopping days.

Create online and offline synergy with OOH

OOH plays a crucial role in complementing digital strategies, especially with e-commerce forecasted to drive about $1 out of every $5 spent during the holidays. Ads in high-traffic areas can drive awareness of online promotions, encouraging shoppers to visit a website or app to get more information or complete their purchases. Shoppable OOH ads, like those featuring QR codes, provide a direct path to purchase by letting shoppers instantly scan the code to access deals or product pages on their phones.

Incorporating retargeting into an omnichannel strategy also enhances the effectiveness of OOH. After capturing consumer attention in the real world, digital retargeting enables brands to reconnect with those same audiences online. An OAAA and Harris Poll report found that 74% of mobile users took action on their devices after viewing DOOH ads. These actions included online searches(44%), direct visits to websites (38%), and engagement on social media (30%). This seamless follow-up helps brands remain top-of-mind and drive conversions across various touchpoints.

For instance, when a shopper enters a specific location, such as the area surrounding a billboard, advertisers can use mobile retargeting to serve ads later on social media or search engines. These timely digital reminders reinforce the initial OOH impression, keeping the brand top-of-mind as the shopper browses online. This strategy is especially effective during the holiday season, with mobile e-commerce now driving more than half of all online sales, increasing the chances of conversion.

Retail Playbook: Get more strategies for reaching shoppers this holiday season.

Fashion giant SHEIN encourages audiences to shop its Black Friday sale with OOH activations across the UK.

As the shopping rush kicks off, brands have a prime opportunity to leverage DOOH advertising to reach targeted audiences both on the go and at the point of purchase. With shifting economic factors and an earlier shopping window, consumers are more focused on finding deals and value-driven offers. DOOH is the perfect medium to highlight these promotions in real time. Whether you’re focused on building brand awareness or driving in-store traffic, integrating DOOH into your omnichannel strategy is a powerful move that can significantly amplify results.

Want to build an impactful retail OOH campaign this holiday season?

Explore our curated audiences, inventory, and contextual locations in our Retail Package!

Product News | October 11, 2021

Out-of-Home data capabilities: A marketer’s guide to measurement, attribution, and audience extension

With out-of-home (OOH) advertising projected to grow 11.5% globally by the end of the year, measuring campaign performance has become more important than ever. Historically perceived as trailing behind digital channels in measurement capabilities, technology advancements are driving significant transformation in the industry. Once limited to estimated impressions and ad plays, campaign analytics have expanded to offer more comprehensive insights into performance. Additionally, enhanced OOH measurement and attribution capabilities enable advertisers to gather privacy-compliant data to extend their reach beyond physical screens to target audiences across multiple platforms.

This guide dives into the evolving metrics and analytics in OOH and digital OOH (DOOH), showcasing how the industry is leveraging technology to achieve more measurable campaign outcomes. We’ll also cover how advertisers can leverage data from OOH campaigns to retarget audiences across digital channels through audience extension.

Why accurate (D)OOH measurement is critical for campaign success

In OOH, audience measurement is generally governed by established industry bodies like the World Out-of-Home Organization (WOO), Advertising Research Foundation (ARF), and Media Rating Council (MRC), which help ensure that measurement is consistent and comparable to other media channels as called for by the American Association of Advertising Agencies (4A’s). Industry organizations like Geopath in the US, OMA in Australia, ROUTE in Europe and Out of Home Measurement Council (OHMC) in South Africa implement rigorous data collection and reporting standards for their respective markets. These standards ensure consistent, accurate measurement across campaigns, geographies, and media owners.

Before the adoption of programmatic DOOH, advertisers had to analyze campaign performance across different venue types and media owners by requesting individual reports from each publisher. Programmatic DOOH streamlines this process by providing centralized, real-time data and automated reporting, simplifying evaluation and saving time and resources. This approach offers a comprehensive view of brand KPIs and campaign effectiveness, enabling more strategic decision-making. Additionally, it allows for real-time adjustments and optimization of ongoing campaigns based on factors like location, time, format, and ad creative, enhancing overall performance.

OOH measurement and attribution also support audience and campaign extension by providing detailed data on audience demographics and behaviour, which can be used to retarget audiences via other channels. 

Understanding measurement & attribution in digital out-of-home

(D)OOH offers a range of data capabilities that can provide valuable insights into campaign performance. Understanding which specific metrics you want to track and measure ahead of time will make it easier to design and evaluate the campaign’s overall success. Let’s dive into the data capabilities within OOH.

Measurement

Measurement in out-of-home advertising involves gathering and analyzing data to assess the audience profile, impressions, reach, frequency, and optimized media mix to ensure the effective delivery of campaigns. This process provides valuable insights that enable advertisers to optimize their strategies and maximize return on investment (ROI), often without needing an additional data partner. Key metrics include:

  • Impressions: Measured by a research company or industry organization, impressions are the number of times an ad is viewed by individuals around a (D)OOH display.
  • Ad plays: The number of times a specific advertisement is displayed or shown on a screen within a given period.
  • Reach: The total number of unique people who see the ad.
  • Frequency: The average number of times a person sees the ad.
  • Engagement: This includes both direct interactions, like scanning QR codes, and passive methods like targeted mobile surveys to measure attribution, brand perception, and audience interest in sharing or learning more about the ad they encountered.

Since out-of-home is a one-to-many medium, the impression multiplier acts as a DOOH-specific multiplication index applied to each play on every screen, giving advertisers an idea of how many impressions are delivered in a single ad play.

Attribution

In digital out-of-home, attribution goes beyond measurement by linking exposure to specific consumer actions, like visiting a website, making a purchase, or downloading an app. It aims to identify the impact of OOH ads on the customer journey. 

Attribution also helps advertisers understand how OOH contributes to broader marketing goals and how it interacts with other media to drive conversions and sales. A DOOH expert can help you execute any of these attribution analyses by providing access to third-party measurement partners. Types of attribution include Brand Lift, Foot Traffic, Web/App Lift, and Sales Lift.

Brand Lift

Brand lift studies measure a DOOH campaign’s impact on overall brand metrics and KPIs like ad recall, attribution, awareness, perception, brand familiarity, ad clarity, consideration, and intent. Brand lift studies are served to audiences exposed to a campaign based on their proximity to the OOH screens. These audiences are then invited to take a brief online survey that measures the ad’s performance. These studies are beneficial for advertisers as they provide concrete data on the effectiveness of their campaigns, allowing for data-driven adjustments and optimizations to enhance future marketing efforts.

Brand lift study partners, like Happydemics and MFour, start by identifying survey broadcast zones based on the geo-locations of digital OOH screens. GDPR-compliant methods are used to collect survey answers through in-app and mobile ads targeting consumers in these areas. The uplift is then measured by comparing responses from those who recall the ad (exposed group) to those who do not (control group), with both groups matched for age and gender.

Brand Lift Study In-Action: How Sea-Doo Leveraged Digital OOH to Drive a 144% Lift in Purchase Consideration

Sea-Doo, a brand of personal watercraft and boats manufactured by Bombardier Recreational Products (BRP), wanted to boost awareness, purchase consideration, and share of voice in Florida. To reach its core audience of personal watercraft, pontoon, and fishing enthusiasts, the brand turned to programmatic DOOH to activate ads across outdoor and indoor place-based venues. A brand lift study was conducted in partnership with Broadsign and Happydemics, measuring the campaign’s impact on metrics like brand image and consideration. The results? A 130% uplift in positive brand image and a 144% uplift in purchase consideration. Read the case study.

Foot Traffic Attribution

Foot traffic studies offer immediate attribution by mapping audience travel patterns before and after exposure to specific screens or points of interest. Brands with physical locations commonly use this type of measurement to evaluate the increase in in-store visits following DOOH exposure. By understanding foot traffic, advertisers can assess the real-world effectiveness of OOH campaigns in driving actual visits to their locations, establishing a direct link between the advertisement and physical store visits.

Tracking foot traffic also analyzes optimal conversion paths, helping to determine which (D)OOH inventory converts to in-store visits. This insight allows marketers to tailor and optimize campaigns for maximum impact and effectiveness. With a comprehensive view of a campaign’s impact, advertisers can refine their strategies based on data about which locations or creative elements drive the most visits, leading to more effective future campaigns.

Foot traffic measurement partners like Spotzi, Accretive, and Arrivalist, use location-based data from mobile devices, which tracks movement patterns before and after ad exposure. This data is then analyzed to measure changes in visits to specific locations, indicating the effectiveness of the advertising campaign.

Foot Traffic Study In-Action: Digital Out-of-Home Campaign Drove 400,000 store visits for Holt Renfrew 

Holt Renfrew, Canada’s largest fashion and lifestyle retailer, wanted to drive consumers to its stores in major cities nationwide. With measurement partner Spotzi, over 200 screens were selected in target locations. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a Holt Renfrew retail location. The campaign resulted in a 7% weekly rate of consumers who visited the retailer post-ad exposure and yielded nearly 400,000 total store visits. Read the case study.

Web & App Lift

Measuring web and app lift involves tracking and analyzing various metrics to understand the impact of OOH campaigns on digital interactions, like visiting a website or downloading an app. This helps advertisers better understand cross-channel behaviour and optimize campaign effectiveness. 

Vendors like Accretive, Outcomes, and Mira deploy tracking pixels on a website or software development kit (SDK) of a mobile app. These pixels collect privacy-compliant data on user interactions, like visits and downloads, before, during, and after the campaign. By comparing this data, the brand can quantify the increase in online interactions directly attributed to the DOOH ads, determining the web and app lift.

Sales Lift

A sales lift study in digital out-of-home measures a campaign’s impact on actual sales performance. By comparing sales data from areas exposed to the OOH ads with data from similar areas that were not exposed, advertisers can determine the effectiveness of their campaign in driving sales.

For example, if a snack brand runs an OOH campaign across several city locations, the brand would track sales in stores within the advertised areas versus in non-advertised areas over the same period. By analyzing the difference in sales growth between these two groups, the brand can determine the incremental sales attributed to the DOOH campaign.

Expanding campaign reach with audience extension

Audience extension expands the reach of campaigns by using data from OOH campaigns to retarget audiences across digital channels. It allows advertisers to continue engaging with people who have seen their OOH ads, reinforcing the message and increasing the chances of conversion. Types include:

QR Code Extension

QR codes on DOOH ads offer an interactive and accurate way to measure engagement by tracking the number of codes scanned and sequential offers delivered based on interactions. They also allow for A/B performance testing and help measure converted sales that can be directly attributed to each campaign, providing real-time data on audience interest and behaviours. 

Through providers like ACTV8me, brands and advertisers can create interactive experiences by incorporating dynamic sequential QR codes into creatives. When viewers scan a participating QR code with their mobile device’s camera, they’re redirected to a microsite where they can immediately redeem offers or save them to mobile wallets like Apple Pay and Google Pay. Once saved, users receive reminders and notifications when promotions are about to expire or near an activated point of interest, such as a store or restaurant. Engagement data is then collected, saved, and delivered to the advertiser for analysis. This increases engagement while adding a layer of attribution measurement that helps evaluate OOH ad performance with real-time consumer data.

Here’s an example of QR code activation in OOH: A popular fast-food chain launched a QR code activation campaign to promote its new menu items. The campaign was displayed on 10,000 digital screens at bus stops and train stations in major cities for three months, resulting in over 20 million impressions per month. When commuters scanned the QR codes, they were directed to a microsite offering exclusive discounts on the new menu items. The campaign’s measurable data showed a 15% increase in app downloads and a 20% boost in sales for the new items, demonstrating the effectiveness of the QR code activation.

Omnichannel Retargeting via Mobile Ad ID

Omnichannel retargeting via Mobile Ad ID (MAID) involves collecting mobile devices detected near OOH ads to gather data on those users, which is then used to retarget them with personalized ads on their mobile devices and other digital platforms. This method ensures continuous engagement by reinforcing the initial OOH message through multiple digital touchpoints, increasing the likelihood of conversion.

Data partners like NativeTouch capture data from mobile devices that come into proximity with OOH ads, including mobile ad IDs, enabling the quick retargeting of audiences while the DOOH campaign is still in flight. 

MAID/ Device ID Passback

Including mobile retargeting in your omnichannel strategy is one of the best ways to amplify your campaign. Data experts specializing in device ID passback capture device IDs when audiences enter defined location boundaries. This data is then analyzed and translated into qualified audience profiles, which can later be retargeted with mobile ads via your DSP. Capturing exposed device IDs can enable additional measurement of how your DOOH campaign impacted other media channels.

Data experts like Spotzi and Connected Interactive gather mobile devices detected within a geofenced area where consumers have an opportunity to see the campaign. Those exposed mobile ad IDs (MAIDs) are collected and passed along to the client’s retargeting partner of choice. The captured mobile device IDs are then analyzed to create detailed audience profiles, enabling advertisers to retarget consumers exposed to the campaign and further extend their reach among their target audience segments with their preferred provider.

Let’s take an example of a smartphone brand launching a new model: The brand places digital OOH billboards in high-traffic areas like shopping malls and city centers. When potential customers pass these billboards, their mobile device IDs are captured. The data partner then analyzes this data to create detailed audience profiles, identifying individuals who frequently visit these areas and are likely interested in the latest technology. Using this information, the smartphone brand targets these individuals with personalized ads on their mobile devices, highlighting features of the new smartphone model and offering special promotions. 

Out-of-home measurement, attribution, and extension have advanced significantly over the years. From traditional metrics to sophisticated digital tracking methods, today’s OOH campaigns can provide detailed insights into audience engagement and campaign effectiveness. Techniques like QR code activations, foot traffic analysis, sales lift studies, and omnichannel retargeting have revolutionized how advertisers connect with and understand their audiences. As technology continues to evolve, the potential for OOH advertising to deliver highly targeted and measurable results will only grow, offering advertisers even greater opportunities to optimize their strategies and maximize their return on investment.

Want to learn more about leveraging industry-standard solutions to report on DOOH campaigns and gain key audience insights? Register for our upcoming webinar Attribution for DOOH Advertising!