The oldest objection to out-of-home advertising is that it can’t be measured. “How do I know it worked?” is a fair question — and the answer has changed completely.
Mobile Data Changed Everything
Modern out-of-home measurement runs through the mobile devices already in people’s pockets. Anonymized location data can show how many people had a real opportunity to see a given billboard, and — the part that tends to surprise buyers — whether they later visited a store, a website, or an app as a result.
Tying a Billboard to a Result
A billboard can now be tied to a store visit, a search lift, or a conversion. The medium some still call “unmeasurable” is quietly one of the more accountable options in a modern media plan.
The idea that out-of-home can’t be measured isn’t a fact anymore — it’s a habit. For advertisers weighing their options, out-of-home’s accountability is one more reason it belongs in the mix.
Read more on how that measurable lift compares to other channels in Why Out-of-Home Delivers a Bigger Performance Lift Than TV.
Source: Trailhead Media on LinkedIn
