Measuring the effectiveness of Digital Out-of-Home

Digital out-of-home (DOOH) advertising has grown in popularity, in part due to its measurement capabilities in determining ROI and impact when compared to traditional methods. When utilising the Hivestack Demand Side Platform (DSP), this is made possible through third party anonymised mobile data, proprietary insights and analytics and enhanced by strategic partnerships with industry leading mobile and data resources. Digital marketers love DOOH for the similarities in impression models and metrics, however it is important to remember that DOOH is displayed as a one-to-many medium rather than a one-to-one. 

Similar to mobile and web-based campaigns, digital out of home can be optimised in-flight. Real-time monitoring enables advertisers to optimise their budget against audiences and screens that are driving the best performance post-launch. Metrics such as impression delivery by hour, timeline of delivery by hour-of-day and percentage of delivery across each individual screen allows managers to carefully monitor the overall pacing of a campaign and pinpoint inventory that is over performing or under delivering. You can learn more on leveraging the power of in-flight optimisation to drive maximum efficiency and results in DOOH here. 

Once a campaign is complete, awareness and brand recall can be assessed via a brand lift study done through surveying exposed and unexposed audiences and tallying the variance between the two groups. As an extension of this study, a custom awareness dashboard can be created within the platform as an infographic report of the results. This intuitive dashboard showcases a campaign’s results against key KPIs ranging from brand awareness, brand lift, brand opinion and consideration. 

Another powerful way for managers to attribute results to their DOOH campaign is through a footfall traffic and lift analysis. Visualised across our custom Lift Dashboards, users can determine the volume of customers driven to a desired location as a result of the DOOH campaign. Footfall traffic lift analysis is achieved by monitoring corresponding anonymised mobile devices IDs observed near a screen and again visiting a location, specified by the advertiser. In a recent campaign for Mazda, Hivestack was able to show a 30% lift in dealership visits when comparing a control group to one that had been exposed to their programmatic DOOH ads.

There are a multitude of measurement features and tools within the Hivestack platform that allow buyers and publishers to truly understand the impact and ROI of their ad campaigns. These tools continue to prove that programmatic digital out of home is efficient, targeted, scalable and ultimately successful. Measurement is an integral part of DOOH campaigns and should be a vital part of any marketing strategy.