Programmatic DOOH and how to measure your advertising campaigns

Programmatic digital out-of-home (DOOH) advertising offers a variety of measurement tools to help customers and advertisers evaluate the effectiveness of their campaigns. Here are some of the measurement tools commonly used in programmatic DOOH:

Last update: May 29, 2023

1. Impressions: Impressions are the number of times an ad is displayed on a screen. This metric is used to measure the reach of a campaign and is typically reported on a daily or weekly basis.
2. Viewability: Viewability measures whether an ad is actually seen by a viewer. Advertisers can use viewability metrics to evaluate the effectiveness of their creative and the placement of their ads.
3. Click-through rate (CTR): CTR measures the number of clicks an ad receives compared to the number of impressions it generates. This metric is often used to evaluate the effectiveness of digital ads on devices like smartphones and computers, but it can also be used in programmatic DOOH with tools like QR Codes to measure engagement.
4. Dwell time: Dwell time measures the amount of time a viewer spends looking at an ad. This metric is particularly useful for evaluating the effectiveness of ads placed in high-traffic areas, such as airports or shopping centers.
5. Audience demographics: Programmatic DOOH platforms can provide audience demographic data, such as age, gender, and location. This data can be used to evaluate whether a campaign is reaching its intended audience and to optimize targeting for future campaigns.
6. Conversion tracking: Conversion tracking measures whether a viewer takes a specific action after seeing an ad, such as visiting a website or making a purchase. This metric is particularly useful for measuring the ROI of a campaign.
7. A/B testing: A/B testing involves running two versions of an ad simultaneously to evaluate which version performs better. This can be useful for optimizing creative or testing different targeting strategies.

Programmatic DOOH offers a range of measurement tools to help customers and advertisers evaluate the effectiveness of their campaigns. By using these tools, advertisers can optimize their campaigns to achieve better results and improve the ROI of their advertising spend.