From memory to ROI: measuring the true value of DOOH

Key highlights of how brands use DOOH:

• Connect with location-validated audiences.
• Integration of traffic data with store visit measurement.
• Coordinate dynamic creatives with key moments in the consumer journey.

From visibility to attribution

This approach aligns with other studies from OAAA and FOARE, demonstrating how DOOH drives searches, visits, and purchases in a measurable way.

The key lies in:

• Combining exposure data (location, timing, estimated audience).
• Linking them with subsequent signals: brand searches, store visits, app usage, etc.
• Compare results across creatives, formats, and locations to optimize investment.

For DOOH ROI to be transparent, inventory must be digitized and connectable:

• Marketplaces like Adcities enable centralization of media from multiple owners, including mobile media (vehicle fleets, transit media).
• The platform can act as a data layer where inventory, audiences, and third-party measurement results intersect.
• This makes it easier for agencies and advertisers to apply evidence-based marketing principles to the out-of-home channel as well, generating new cases that feed industry research.

Ultimately, DOOH is shifting from a "hard-to-measure impact" channel to becoming a fully attributable channel.