Measuring performance of outdoor advertising with big data
The reach of out-of-home (OOH) advertising campaigns has traditionally been measured using traffic counts or daily effective circulation (DEC) – that is, the total number of vehicles and pedestrians that pass the outdoor display. The OOH industry later switched to a better metric to measure outdoor impressions called Eyes on Impressions (EOIs) or Geopath. This metric provides a more accurate audience measurement of OOH because it gives a figure of the consumers who actually noticed the ad.
With advancements in technology, media planners and buyers in developed markets are now able to more accurately measure the performance of OOH using statistical modeling and data analytics. Measuring impressions alone proved insufficient. The value-add for advertisers is the ability to leverage an audience measurement technology to drive strong call to action (CTA) and higher return on investment (ROI).
In the United States, for instance, advertisers can now measure the effectiveness of their OOH advertising spend by directly linking store visits and actual product purchases to advertising exposure. In March 2018, Kantar, the data investment management arm of WPP – one of the world's largest insight, information and consultancy groups – announced a