StreetMetrics Reveals Why OOH Measurement May Underperform

OOH Today’s Stat of the Week – Powered by StreetMetrics
OOH to Web Conversions Arrive After Reporting Stops

The Stat Among people who converted, an attributed web conversion lands a median of about twelve days after the last time that person passed the ad. The standard post-flight measurement window is fourteen days. Store visits, measured off the same exposure records, arrive in about two.

The Insight Two weeks is the convention for post-flight measurement, and it was never set by how fast people actually act. For store visits it is generous. For web conversions it is tight enough that a campaign judged inside a fortnight has roughly half its attributed response still ahead of it when the report goes out. The contrast is not that OOH works better for one outcome than the other. It is that the two outcome types become observable on completely different clocks, and the industry uses one window for both.

The Takeaway If your post-buy report counts web conversions, ask your measurement partner how long the window runs and what the number looks like when it runs longer. For operators, a short window is quietly costing you credit for response to your inventory already driven. Same exposure records, same method, longer clock. Trusted measurement should tell you when it stopped counting, and be willing to keep counting.