Accurate measurement is essential to unlocking the full potential of digital out-of-home (DOOH) advertising. The ongoing innovations in the channel are enhancing the sophistication and precision of measurement techniques, leading to best practices for advertisers to follow. At this summer’s popular CPG DOOH Day 3.0 event, hosted by the DPAA and Quotient, the topic of measurement spanned multiple sessions as brands and agencies shared insights into their DOOH strategies.
Keep reading to learn more how DOOH measurement solutions are evolving to meet the needs of today’s CPG industry, or click the button below to watch the webinar.
Innovations in DOOH Measurement
While traditional out-of-home (OOH) advertising was widely considered a top-of-funnel channel—focused mainly on driving awareness—measurement capabilities, including enhanced targeting and personalization, have shifted DOOH down the funnel.
“In the past, we always thought about OOH as being an awareness-driving medium, but we have opportunities now to measure things specifically… You could have a billboard on a highway that traditionally would have been thought of as a brand awareness-driving message, but if we deploy the right data in measuring that billboard advertising, then you can determine how it contributed to sales.”
JESSICA CHAPPELL, SVP, DIRECTOR OF DIGITAL & OOH AT EVERGREEN TRADING
Sophisticated DOOH measurement enables advertisers to better understand their audiences, including their demographics, attention time and engagement levels. Mick Holleran, Director, Strategy and Insights at Quotient, explained how Quotient’s measurement solution, Quotient Analytics, works to help advertisers measure DOOH.
“Based on the latitude and longitude coordinates and the timestamp of the screen where an impression was served, we can attribute exposure to shoppers based on the mobile location panel of 150 million monthly active devices. With our retailer partnerships, we’re then able to identify shoppers by mapping them back to their retailer loyalty cards. Then, finally, we’re able to track those individual shopper purchases they’ve made after being exposed to each DOOH screen touchpoint.”
MICK HOLLERAN, DIRECTOR, STRATEGY AND INSIGHTS AT QUOTIENT
The data reported back to advertisers gives them powerful insights into campaign performance. For example, an advertiser could use the data to determine which creative or which screen types performed the best. This enables brands to conduct A/B testing on smaller-scale activations, refining their strategies before implementing these insights into larger and more extensive campaigns.
Quotient Analytics also enables advertisers to measure DOOH alongside other touchpoints in omnichannel campaigns, including digital promotions and sponsored search. This helps them determine a combined return on investment (ROI) without double-counting shoppers who engage with multiple channels. All these measurement capabilities empower advertisers with data and insights to optimize future campaigns.
Interested in learning more about measurement and other DOOH innovations? Click the button below to watch the CPG DOOH Day 3.0 webinar.