Outdoor effectiveness, like any other media channel, is measured by campaign end results, be it in ad awareness, unprompted ad awareness, sales, footfall, website traffic or other metrics.
The scope of the target seeing the ad and how many ended up taking action must be estimated. This is the call to action.
This depends on the message itself. However, there is not any syndicated or offthe-shelf research that monitors and measures outdoor effectiveness.
As we all know, digital is the only media where we can measure ROI effectively, and one option for outdoor is to measure by proprietary tracking surveys bespoke to clients who want to attribute OOH’s effect on business preset KPIs. H
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
