As the popularity of OOH advertising rises, so does the demand for measurement capabilities that can assess just
how impactful your advertising has been, and who has seen it. This enables you to adjust your future advertising plans in line with performance to expand your reach and increase your impact.
The good news is there are sophisticated measurement capabilities available, and in this two part article series, we’ll explore the challenges and solutions for measuring OOH reach and engagement.
This time, we look at how the UK’s leading OOH media analytics company measures the audience reach of ads using sophisticated tools.
OOH (out-of-home advertising and also known as outdoor advertising), is a powerful way to bring your message to the general public on a big scale. By carefully selecting locations for your digital billboards, bus shelter ads, and screens, you can reach the right people in the right locations at the right time.
Figures from the Out of Home Advertising Association of America indicate that the industry grew 7.7% in the second quarter of 2019 alone. This trend is only set to rise as more businesses see the worth in OOH and choose to invest.
With people constantly coming and going, how exactly can you be sure of how many people have passed your advert, never mind whether they’ve taken the time to read and engage with it? The research is there to prove that OOH does work and does influence people - but getting concrete measurements to assess this on a campaign-by-campaign basis stands on shakier ground. Luckily, data-based systems and research have been developed to improve the accuracy of measurement, allowing advertisers to get a greater sense of their ad exposure.
Route.org.uk is the UK’s go-to media analytics organisation for OOH advertising - and for Clear Channel. The data provided by Route enables Clear Channel to give their clients real understanding of how many people are passing by an advert - and not only that, but how many are seeing the ad. Effectively, what Route offers is a highly effective planning tool and a sophisticated way to examine behaviour, lifestyle, and movement of everyday people. Route specialises in audience measurement for out-of-home advertising, telling subscribers how many and what type of people can see an ad campaign, and how often they do. This enables an audience number to be put to a certain billboard or screen location which is therefore a measurement of audience reach. From this, advertisers can build effective campaigns based on solid data, and improve their current strategies for the future.
There are several data sets that Route combines to calculate the impact and reach of an ad campaign - these include:
From these combined data sets, Route can produce five key measures.
All of these are an advertiser’s bread and butter when it comes to planning a truly effective campaign based on real-life behaviour and movement. Clear Channel uses this Route data to support their clients in building impactful campaigns.
Measuring the number of people who have seen the advert is incredibly helpful for the planning of ad campaigns - however this data cannot measure the human reaction to an advert, or whether somebody actually cares about the ad, or interacts and engages with it.
In our next article, we’ll examine some ways you can measure how many people have taken an active interest in your advert.
For a glossary of Digital Out of Home (DOOH) terms, click here. If you’re searching for high-impact OOH locations across the UK, look no further than Clear Channel Direct. With a global network of billboards, bus shelter ads, screens and digital displays, we can help you reach the right people at the right time. We also make sure to provide after-campaign support, to help you determine ROI and analyse the number of people who saw your campaign - from this, we can assist you with designing future successful campaigns. Get in touch to discover more.