Effective OOH campaign requires qualitative, quantitative methods – Elesha
By Abimbola Mohammed
Gbenga Elesha, Senior Manager, Partnership Sales, Retinaad Limited, has posited that, for brands and advertisers to have successful Out-Of-Home campaigns, qualitative and quantitative methods should be involved, especially now that technologically advanced measurement is possible.
According to the media expert, the ways which the measurement can take place is through reach and impressions, audience targeting and demographics, brand awareness and recall surveys, including engagement metrics to have good return-on-investment.
In a post on his LinkedIn page, Elesha noted that each method provides a different angle, but when combined, they offer a comprehensive understanding of OOH campaign effectiveness.
The post read: “Measuring the effectiveness of Out-Of-Home (OOH) advertising campaigns involves a mix of qualitative and quantitative methods. While OOH is a broadcast medium, making direct response difficult to measure, there are several ways to evaluate its impact, particularly with the advent of new technology.”
Speaking on reach and impression, Elesha said OOH advertising effectiveness is measured through reach, impressions, and OOH Ratings from organizations like Geopath or Route, which estimate audience size, track ad views, and analyze demographics.
“Reach and Impressions Traffic Data: Measuring how many people pass by the advertisement (foot traffic or vehicular traffic) provides a solid estimate of potential reach. Impressions: The number of times the ad has been seen by individuals, often extrapolated from traffic and location data. This is a crucial metric for traditional billboard campaigns. OOH Ratings (Geopath/Route): Independent organizations like Geopath in the U.S. or Route in the U.K. measure audience demographics and impressions based on factors such as location, time of day, and environmental variables.”
For audience targeting, he said mobile data analytics and geofencing enable advertisers to understand ad exposure demographics and behaviours, tracking device movements in and out of designated areas to refine audience targeting.
“Audience Targeting & Demographics: Mobile Data Analytics: Mobile data, often collected via GPS, can provide insights into the demographics and behaviors of the people exposed to an ad. This technology helps advertisers understand who is near the ad at different times of day.
“Geofencing: Setting up a virtual perimeter around an ad location and using mobile tracking data to analyze how many mobile devices pass through that area. It allows advertisers to evaluate specific audience segments and demographics.”
On brand awareness & recall surveys he noted that assess brand awareness and recall through surveys, polls, and brand lift studies that measure consumer perception and recall before and after OOH campaigns.
“Brand awareness and recall survey Brand Lift Studies: These studies involve surveying consumers pre- and post-campaign to understand if the OOH ads impacted their awareness, perception, or recall of the brand.
Surveys and Polls: Brands may conduct surveys to determine how many people recall seeing the ad, and if they recall the message, visuals, or brand name.”
He continued, “Gauge campaign engagement with interactive digital OOH metrics and social media activity, tracking user interactions and online buzz: “Interaction Data (Digital OOH): For interactive digital screens, the number of interactions (e.g., people engaging with a touchscreen, taking photos, or scanning QR codes) can be tracked.
“Social Media Amplification: Monitoring social media activity using hashtags, location tags, or mentions tied to OOH campaigns can give a sense of user-generated engagement.”
Advertisers, he noted, gauge OOH effectiveness through CPM (cost per thousand impressions) and media mix modeling, which evaluates OOH’s contribution to sales and brand metrics within a broader marketing strategy.
He suggested that by integrating multiple evaluation methods, advertisers gain a holistic view of OOH campaign performance. “To maximize insights, it’s crucial to define clear campaign objectives, enabling targeted metric selection and measurement.”
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