What Will DOOH Measurement Look Like in 12 Months?

 

Why the new dawn of DOOH measurement is the data source marketers need

By Adam Orridge, Senior Insights & Measurement Manager at VIOOH

The advertising landscape is shifting with the integration of streamlined programmatic technology and the death knell is sounding in the near distance for the third-party cookie. Now more than ever, marketers need to understand the best options available for measuring the effectiveness of every channel in their media strategy.

As the demise of third-party cookies casts a shadow of uncertainty over digital advertising, amid this upheaval DOOH stands poised to thrive. Buoyed by increasingly valuable first-party data and contextual relevance, prDOOH can leverage location-based targeting and audience segmentation, allowing advertisers to deliver hyper-targeted messages that resonate with consumers’ interests and preferences.

VIOOH’s market-leading programmatic digital out-of-home (prDOOH) research State of the Nation 2023 revealed that in the next 18 months, on average globally advertisers plan to increase prDOOH spend by 31%, together with a preference for performance-based objectives to assess campaign effectiveness.

So, with important changes happening this year in the wider advertising landscape, what will DOOH measurement look like in 12 months?

How do advertisers leverage data when measuring campaigns?

Today, many measurement methodologies in prDOOH rely on recording passive exposure to advertising, allowing brands to evaluate campaign impact among individuals who have viewed prDOOH media compared to those who have not. Determining ad exposure accurately and efficiently is crucial for successful measurement, to find out what impact the campaign had on the desired target audience or key performance indicators (KPIs).

This process involves considering factors such as play logs (with timestamps), device location, venue type, and screen location (indoor vs. outdoor) cross referenced with an identifying data source, such as a MAID(s) (mobile ad ID), to determine if someone was exposed to an ad.

Key campaign measurement approaches in prDOOH

Marketers can gauge the impact of prDOOH on KPIs through a variety of different measurement approaches. The different types of solutions used include:

1.     Brand Lift Studies

Brand lift studies assess metrics from across the funnel, including awareness, consideration, intent, favorability and recommendation. Marketers leverage brand lift studies for various campaigns that build awareness, launch new products, and promote loyalty programs.

2.      Footfall Studies

Footfall studies measure the increase in visits to physical locations driven by campaign exposure. This analysis provides valuable insight into audience demographics, dwell times, and engagement on a weekly and daily basis.

3.      Offline-to-Online (020)

This allows brands to measure effectiveness across digital KPIs like website visits, app downloads and in-app actions. This is particularly beneficial for brands focused on lower-funnel and direct response metrics, integrating prDOOH into the multi-channel media mix.

4.      Sales Lift

Sales lift studies measure incremental sales driven by prDOOH campaign exposure against a control baseline.  These studies are particularly effective in helping advertisers understand how to address varying budget, business objectives, and timing needs, to support faster and more cost-effective decision making – particularly in the CPG / FMCG verticals.

What’s next for prDOOH measurement?

With the integration of programmatic technology, marketers now have a levelled playing field for measuring and proving effectiveness alongside other channels in the media ecosystem.

With all these factors combined, the new era of prDOOH will ensure that it fuses the best forms of ad measurement for efficiency and effectiveness. From superior data insights and audience tracking to its seamless integration with multi-channel strategies, prDOOH advertising’s popularity is likely to soar as marketers look for new ways to collect data without reliance on third-party cookies.

As media progresses towards total audience measurement, ongoing advancements and capabilities will further empower marketers’ revenue and effectiveness, giving them insights into driving multi-channel effectiveness, fueled by prDOOH becoming a core component of integrated media plans.

Adam Orridge is Senior Insights & Measurement Manager at VIOOH. For more information visit: viooh.com