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can you measure ooh?
“Outdoor advertising isn’t measurable. There’s no way to track traffic or clicks.” Actually, there is…
Article Summary
Measuring ROI from out-of-home campaigns isn’t as immediate as digital metrics—but it’s far from impossible. By combining tactics like footfall analytics, pre/post comparisons, QR codes, UTM-tagged URLs, promo codes, and social tracking, you can link ad exposure to real-world actions. Expect brand lift, foot traffic and conversions. Global brings this clarity to help brands track, prove, and optimise OOH impact with confidence.
In today’s digital world, where every impression, click, and conversion is logged and analysed, it’s easy to think that traditional channels like outdoor advertising can’t compete. But the truth is, with the right approach, you can measure the impact of your outdoor campaigns just as effectively.
Using cutting-edge web analytics, SMEs can directly link both online and offline traffic to their outdoor ads, showing exactly how many people saw their message and took action. Is Outdoor Just for Corporations?
5 reasons to measure your outdoor advertising
- Prove Your Ads Work: See real-world evidence that your ads deliver results.
- Track ROI: Understand the return on your investment with tangible data.
- Optimise Future Campaigns: Use insights to refine and improve your next campaign.
- Identify What Works: Discover which elements to keep and which to change.
- Know Your Audience: Gain a deeper understanding of how your audience engages with your message.
With our extensive and diverse portfolio, Global is a leader in outdoor advertising across the UK and Europe. We’re here to help you make every campaign count. See how.
Can outdoor advertising metrics be as precise as digital?
It’s true—outdoor advertising metrics aren’t as precise as those from a Google Ad campaign. But that doesn’t mean you can’t measure them. It just means you need a creative approach to capture accurate data and assess ROI effectively.
By integrating outdoor advertising with Global’s radio, digital brands, and our world-class digital platform, DAX, we offer a complete solution that’s measurable and impactful.
what works best? location, design, and channels
Making informed decisions is crucial to any successful campaign. That’s why, before we launch your campaign, we start with data. We use research to get to know your audience and plan campaigns that connect with them at scale.
At Global, we don’t guess. We invest heavily in audience research and insight tools to provide data-driven strategies that ensure your outdoor advertising delivers maximum value.
How we measure outdoor advertising
Our advanced data systems and research tools offer precise metrics on how many people may see your ads on any given bus route or billboard. These metrics—known as impressions—are updated frequently, providing a reliable foundation to measure your campaign’s reach.
Impression data includes:
- Reach: The total number of people who see your advert.
- Impact: The total number of times your advert is seen.
- Frequency: The number of times your advert is displayed (for digital) or the campaign’s duration (for static).
These figures can vary depending on traffic volume, visibility, population density, campaign duration, and even the weather. But with our data, you’ll have a solid benchmark for understanding the effectiveness of your ads.
gathering impressions: the tools we use
We generate impression statistics using a range of data sources, including traffic cameras, survey data, WiFi data, GPS tracking, mapping, and mobile data. This allows us to provide highly accurate data from diverse sources.
If you’re looking for even more precise measurement, Digital Out-of-Home (DOOH) advertising is the way to go. Digital billboards, for example, allow us to track the number of times an advert was shown, along with the specific time and location, offering unparalleled insight.
Outdoor advertising drives action
Outdoor advertising does more than just raise brand awareness—it drives your audience to take action. Whether they’re at home, on the move, or anywhere in between, we can measure how effective your campaign truly is. But how?
tracking your campaign’s effectiveness
A clear call to action (CTA) is key to tracking your campaign. This could be anything from a promo code or special offer to a social media link, hashtag, unique URL, phone number, or even a QR code. The goal is to create a measurable digital trail.
Beyond CTAs, consider these business metrics:
- Sales or Leads: Compare numbers before and after your campaign.
- Website Traffic: Track visits to your site or sales of a specific product or service.
- In-Store Footfall: Measure the increase in physical store visits.
- Social Media Engagement: Monitor traffic on your brand’s social channels.
- Keyword Tracking: See how your brand’s search visibility changes.
- Surveys: Ask new customers, “Where did you hear about us?” to track brand awareness and recall.
With Global’s expertise, you’ll have access to all the tools and data you need to build a campaign that delivers measurable results.
ready to measure your outdoor advertising success?
We know it’s a lot to take in, but Global is here to help every step of the way. Our commercial team is dedicated to helping your brand connect with your audience in a deeper, more effective way.
Contact Global to start planning your outdoor advertising campaign today.
