How to Measure the Real Impact of Your OOH Campaigns
Outdoor advertising (OOH) is one of the most trusted and visible marketing channels – but many brands still struggle with how to measure its effectiveness. With today’s technology, OOH is more measurable than ever, thanks to DOOH analytics, mobile data, QR codes, and integrated digital tracking.
Below are the most important KPIs (Key Performance Indicators) you should track to evaluate the success of any outdoor advertising campaign.
⭐ 1. Impressions (Reach)
Definition:
The estimated number of people who pass or see the OOH placement.
Why it matters:
- Shows potential brand exposure
- Helps calculate cost efficiency (CPM)
- Useful for comparing locations and formats
How to track:
Media owners provide traffic counts, footfall data, and screen impression reports.
⭐ 2. Frequency (Repetition Rate)
Definition:
How many times the average person sees your ad.
Why it matters:
OOH works through repetition – high frequency = stronger recall.
How to track:
Media planners estimate using traffic flow, dwell time, and placement duration.
⭐ 3. Dwell Time
Definition:
The amount of time people spend in front of your ad.
Why it matters:
Longer dwell time increases message absorption – especially for DOOH and transit ads.
Examples:
- Metro stations
- Bus shelters
- Mall screens
- Traffic light intersections
⭐ 4. Location Footfall
Definition:
The number of people who pass through the specific location.
Why it matters:
Footfall determines the volume of real exposure and your campaign’s potential reach.
How to track:
- Media owner traffic studies
- Sensor-based location analytics
- City mobility data (where available)
⭐ 5. QR Code Scans
Definition:
The number of users who scan your QR code on the OOH creative.
Why it matters:
- Tracks exact engagement
- Shows interest level
- Measures conversion from offline to online
Best for:
DOOH, lampposts, MUPIs, bus shelters.
⭐ 6. Website Traffic Uplift
Definition:
Increase in visits to your website during the OOH campaign.
Why it matters:
OOH campaigns often trigger brand searches, leading to more website visits.
How to track:
- Google Analytics (Direct + Organic traffic)
- Monitor specific URLs or UTM links
Tip: Watch for traffic spikes the moment your campaign goes live.
⭐ 7. Brand Search Lift (Google Searches)
Definition:
Increase in searches for your brand name after the outdoor campaign begins.
Why it matters:
This is one of the strongest indicators of awareness and interest.
Tools:
Google Trends, Google Ads search data.
⭐ 8. Social Media Activity
Definition:
Changes in followers, mentions, engagement, or hashtag usage during the campaign.
Why it matters:
Many OOH ads – especially DOOH, 3D billboards, and creative placements – drive social buzz.
Examples:
- Viral photos
- UGC content
- Influencer interactions
⭐ 9. Conversion Metrics
Even though OOH is mainly an awareness medium, it can still inspire direct action.
Track conversions such as:
- Online purchases
- Lead form submissions
- App downloads
- Store visits
- Calls or WhatsApp inquiries
- Coupon redemptions
Use unique promo codes or landing pages to measure precisely.
⭐ 10. Mobile Retargeting Engagement
Definition:
The number of users who saw your OOH ad physically and were later shown a mobile ad.
Why it matters:
It shows how many people moved from physical exposure → digital engagement.
Tools:
Mobile geofencing, location-based data partners.
⭐ 11. Cost Per Thousand Impressions (CPM)
Definition:
Cost of reaching 1,000 people.
Why it matters:
CPM helps compare OOH efficiency with digital, TV, and radio.
OOH often has one of the lowest CPMs, especially for high-traffic sites.
⭐ 12. Sales Uplift (If Applicable)
Definition:
Increase in sales during or after the campaign.
Why it matters:
Ultimately proves ROI more clearly than any other metric.
Works best for:
Retail, F&B, consumer goods, e-commerce, and on-ground promotions.
⭐ Bonus: KPIs Specific to Digital OOH (DOOH)
✔ Ad Play Count
Number of times your creative was displayed.
✔ Share of Voice (SOV)
Percentage of time your campaign runs vs other advertisers.
✔ Screen Resolution & Quality
Ensures creative clarity.
✔ Time-slot Performance
Which schedules deliver strongest visibility (morning/evening rush).
✔ Real-Time Trigger Performance
Weather-based or event-based creatives.
Summary: Most Important KPIs for Outdoor Advertising
The KPIs that matter most depend on the campaign type:
Brand Awareness Campaigns:
- Impressions
- Frequency
- Footfall
- Search lift
- Recall indicators
Digital Integration Campaigns:
- QR scans
- Website visits
- Retargeting engagement
- Social buzz
Conversion Campaigns:
- Sales uplift
- App installs
- Calls / inquiries
- Store visits
Frequently Asked Questions (FAQ)
- What is the single most important KPI for OOH?
Impressions + recall = top indicators. For DOOH, impressions + ad play count.
- Can outdoor advertising drive conversions?
Yes – especially when combined with QR codes, social ads, or Google retargeting.
- How long should I track KPIs after the campaign ends?
At least 2–4 weeks, depending on your industry.
- What KPIs work best for SMEs?
Website traffic, QR scans, and local store visits.
- Are DOOH KPIs different from static billboard KPIs?
Yes – DOOH adds ad plays, SOV, screen time, and dynamic engagement.
- Can OOH be A/B tested?
Yes – using DOOH screens or splitting locations to compare performance.
