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The Campaign Ends. The Visits Don’t
The Stat
Two weeks after an OOH campaign comes down, store visits from exposed audiences are still arriving at 71% of the rate seen in the first week after the flight. Across 214 attribution studies measured on a 14-day post-campaign window, the daily share of visits drops only 29% from week one to week two.
The Insight
Most people assume the effect of a billboard or transit ad fades fast once it comes down. The data says otherwise. Visits linked to exposed audiences taper off gently, not sharply, right up until the measurement window closes. Week two is still running at 71% of week one. If that pace continued, week three would land around 50% and week four near 35%. We cannot see past day 14, so treat that as a projection, but it suggests the 14-day window closes somewhere around the midpoint of what it is trying to count.
The Takeaway
The 14-day window is a convention, not a law of physics. Every campaign measured that way is reporting a floor, not a total. For operators, that is good news: your inventory is likely doing more than the standard report gives it credit for. For advertisers and agencies, it is worth asking your measurement partner how long the window runs, and what happens to the count when it runs longer. Trusted measurement should tell you where it stopped looking.
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