Similar to online advertising, accurately capturing metrics such as impressions, frequency, and conversion rates is key to developing effective strategies and driving growth in the digital out-of-home (DOOH) advertising industry. So, what specific metrics are used in DOHA
In the realm of online advertising, data on these metrics is considered a hallmark of successful marketing campaigns.
Browser tracking cookies and other tools streamline data collection and analysis of user behavior, allowing administrators to easily monitor visitor journeys and actions on their websites.
While data analysis is equally valuable in outdoor digital advertising, tracking methods diverge significantly.
Impressions - The key to growth and development
A key performance indicator in Digital Out-of-Home (DOOH) advertising is the total number of times an ad is displayed on a screen within a set period. Unlike online advertising, where an impression is generally counted when one person views an ad, DOOH offers a more complex measurement. Because multiple people can view a DOOH screen simultaneously, a single ad play can equate to numerous impressions.
Determining the impression multiplier, or the number of impressions that should be counted for each ad play, requires data collection. Each DOOH network employs different tools to obtain this data. For instance, cinemas might use ticket sales to estimate the number of people who have viewed a specific ad on the screen.
Other businesses may utilize cameras and sensors integrated with DOOH analytics platforms such as Quividi or Linkett to continuously collect viewership data. Additionally, some entities may leverage independent research companies like Geopath or Nielsen to conduct statistical analyses on the potential viewership that a screen can achieve.
Accurate measurement of screen views is essential for network owners to fairly price DOOH advertising, no matter the method used.
Indexes and valuation
There are three main methods to sell DOOH advertising space
CPM - Cose Per Mille
Or the cost per 1,000 impressions. With this model, the publisher negotiates a price with the advertiser and charges based on that price for every 1,000 impressions the advertising campaign wants to achieve. Note that due to the impression multiplier, it is possible to achieve 1,000 impressions with fewer than 1,000 actual displays.
Impression Share
Or as a percentage of total ad space. When an advertiser wants to purchase a specific percentage of the total ad space across all screens within a network or region, they can opt for this pricing model.
Frequency and Placement in DOOH Cycles
DOOH ads often run on a loop, repeating similar content over a set period. To maximize audience reach, advertisers can buy multiple placements within a cycle.
Impression data is at the core of all these models, but other metrics can also be important. For example, for ad buys based on frequency within a broadcast cycle, advertisers may want to know dwell time, or the amount of time viewers stay near the screen.
For short attention spans, advertisers might choose to run ads more frequently to reach a wider audience. But if people are staying longer, they might want to space out their ads to avoid annoying viewers with the same commercial over and over.
To offer different advertising options, networks need solid data. That's why accurate tracking isn't just a good idea; it's essential for doing business. It helps network owners get the most out of their advertising space and gives advertisers the information they need to make informed decisions.
DOOH Advertising and Conversion Effectiveness
With online ads, tracking cookies and unique IDs linked to users and devices simplifies identifying the source of new customer conversions. Marketers can analyze this data to see which channels deliver the best sales results.
In the realm of Digital Out-of-Home (DOOH) advertising, tracking the effectiveness of a DOOH campaign often relies on a simpler approach. Typically, advertisers compare the conversion rates of a product or service before, during, and after the campaign runs.
This doesn't mean that tracking metrics doesn't offer value in determining DOOH conversions. For instance, monitoring impressions is highly beneficial at this stage, providing a clearer understanding of the correlation between the number of people who've seen the ad and the increase in conversions. Additionally, some DOOH networks utilize mobile location data to better link impressions to sales.
While this data-driven approach is promising, it's important to acknowledge that privacy concerns can make collecting such data challenging.
This reflects an important reality: Digital Out-of-Home (DOOH) advertising, like other forms of digital advertising, is currently undergoing a period of development and restructuring. With tracking metrics set to remain an integral part of DOOH campaigns, industry players will need to stay abreast of evolving data collection practices in the coming years.
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