How to Measure Out-of-Home Advertising: The Truth
One of the most frequently asked—and important—questions when brands plan out-of-home (OOH) advertising is: How do we measure its success? In this article, we’ll explore this question transparently.
The Answer: No, but Yes
As you might expect, it's simply not possible to track people's or consumers' eyeballs and confidently say that they've seen or even read your advertisement. From both an impact and measurement perspective, it's really not possible to quantify this exactly. Even if we could measure it with some advanced eye-tracking technology, we still wouldn't be able to determine whether that particular person is interested in your product or service—or when they might decide to purchase it.
This is also why OOH advertising is typically used for brand awareness or consideration, unless your ad features a recognized brand or promotional characters (commonly referred to as "direct response ads"). This is the "no" part of the answer.
However, while we can’t measure exact engagement, there are still ways to gauge the effectiveness of an OOH campaign. The answer is "yes," you can measure its effects—just not in the way you might expect.
QR Codes? Not Really
A common misconception is that QR codes, when placed on billboards, can measure interactions. The reality is a bit different—how often do you see someone stopping in their tracks to scan a QR code on a billboard in the middle of the street? If you answered “yes,” then congratulations—you've either witnessed something rare or work for a company like Coinbase! So, what are the best ways to measure the effectiveness of billboard advertising, radio advertising, cinema advertising, taxi advertising, or other OOH formats, especially in the context of a cross-channel media plan?
Assuming your goal is brand awareness and not immediate sales, the following methods are among the best ways to measure OOH advertising:
1. Consumer Surveys
An effective way to measure the impact of advertising is by conducting surveys with your target audience before and after the campaign. This provides valuable insights into whether your audience saw your ads and what kind of impact those ads had on consumers. This can be done with small, cost-effective sample sizes, making it a great option.
Surveys can be run on social media platforms, display ads, or through predetermined groups. For example, when answering a short question on a YouTube video, "Have you seen ads from X brand?"—this is an example of a consumer survey. Typically, surveys are brief (no more than three questions) and can reveal how your ads resonated with your audience. By comparing results before and after the campaign, you can gain a clear understanding of its effects.
2. Google Trends
Another simple and effective way to measure the performance of an advertising campaign is through proxy data, and Google Trends is one of the best tools for this. It’s free and provides insights into how many people are searching for your brand or products after seeing your ads. When people are interested in something they’ve seen in an OOH ad, they often search for it online. The data Google Trends provides reflects these searches over time, offering valuable insights into the impact of your campaign. The more effective your campaign is, the more likely people will search for your product or service on Google—still the top platform for finding information.
3. Google Analytics & Search Console
Similar to Google Trends, these tools provide in-depth data on how people are finding and interacting with your business. However, unlike Google Trends, using Google Analytics and Search Console effectively requires experience. These platforms track organic and paid traffic, brand and non-brand keywords, as well as qualitative metrics like Click-Through Rate (CTR) and Conversion Rate, which can help you assess how your OOH campaign impacted your business. This can even extend to measuring revenue if you sell products or services online.
4. Control Groups
When campaigns become more complex, especially with a diverse marketing mix, the best method may be to isolate control groups. This involves running a campaign in one city and comparing the results with those from a similar-sized city that didn’t see your ads. Both cities would be exposed to the same other marketing tactics. This approach helps isolate the effects of your OOH advertising and makes it easier to see its true impact.
5. Advanced Research & POS
For larger brands or those with bigger budgets, platforms like Nielsen provide detailed studies and data on advertising effectiveness. These platforms allow for deeper insights and the ability to correlate OOH ad exposure with point-of-sale data. This is especially useful for businesses with a high-volume retail or sales model.
Can You Measure ROI on Outdoor Advertising? How Many Sales Will I Get?
This is another commonly asked question. Hopefully, the previous sections helped answer some of it, but there are two important aspects to consider here.
First, OOH advertising is generally aimed at long-term brand recognition. So, don’t expect immediate ROI from this kind of campaign. If you're looking for short-term revenue, digital marketing may be a better option. Think about it—when was the last time you bought something after seeing an ad on a billboard during your lunch break? While it may not drive immediate sales, repeated exposure to a brand over time can lead to recall when you need the product in the future.
Second, it's all about the numbers. If you decide to run ads on five billboards, for example, unless you're targeting a high-traffic area with tens of thousands of people seeing them, the results will likely be modest. In the best-case scenario (e.g., London Underground Advertising), if 1,000 people see your ad, you can expect 0.1–1% of them to take action, such as searching for your brand. This simple metric can help put into perspective what it takes to drive consumer engagement and the associated costs.
Final Thoughts
While measuring the effectiveness of out-of-home advertising is not an exact science, it is possible to gain valuable insights through various methods like surveys, Google Trends, Google Analytics, and advanced research tools. The key takeaway is that OOH is a long-term brand awareness play, not an immediate sales driver. By using the right tools and understanding its purpose, you can gain a better understanding of how your OOH campaigns are performing and how they contribute to the overall success of your marketing strategy.
Billboard / Outdoor Advertising Locations
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Why choose BM Outdoor for your outdoor advertising?
- Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
- Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
- Affordable for all: We offer options that fit all budgets and types of businesses.
- Sales team at your service: Our passionate sales team is ready to help you achieve your goals.
Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.
Outdoor Advertising Options
Billboards
Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.
Posters
Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.
Transit Advertising
Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.
Specialty Advertising
Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.
Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign
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