OOH Advertising Metrics: How to Measure ROI and Performance
For decades, out-of-home (OOH) advertising was seen as highly impactful but notoriously difficult to measure. A billboard on a busy highway or a poster in a train station could reach thousands daily, but marketers had little more than traffic counts or surveys to prove effectiveness. The lack of precision led to a lingering perception that OOH was a “branding-only” channel rather than a performance driver.