Measuring Programmatic Digital Out-of-Home (DOOH) Advertising: Getting it Right

Measure what matters. But how should you measure your DOOH audiences? From manual counting using paper and pencil, to subscription “estimation” services, to specialized on-site hardware, the options to gather insights about your DOOH audiences are plentiful. Delivering a measurement system with data that all sides agree is trustworthy is paramount to making decisions about pricing, placement, and timing of ads.

Keys to successful audience measurement include:

  1. Accuracy. Advertisers want to know the efficacy of their advertising spend. Inaccurate measurement either builds distrust, when you overstate audiences, or leaves money on the table, when you underestimate audiences. The key is to deliver metrics that reflect actual impressions, viewers, and dwell time – and to do it in a way that is believable/auditable. Can your audience metrics be audited in detail by screen, for years worth of data, around the clock and down to 15 minute increments?
  2. Cost. While accuracy is the most important feature to deliver, there is a “reasonable” limitation on what it can cost to deliver an accurate measurement. For example, the most accurate measurement could be generated by placing a human at every screen to count every person who sees your screen. That person would have to be stationed at the screen, around the clock to deliver perfect data, and the resulting cost would obviously be high. So the solution is to deliver accurate metrics at a low cost – low relative to the value you deliver to your advertiser. What is your cost to deliver highly accurate metrics to advertisers?
  3. Privacy. The growing tsunami of privacy regulations and oversight coming from governments and technology vendors means whatever measurement solution you implement must protect the privacy of your audience. The famous scene in Minority Report when Tom Cruise walks in front of a screen and is served a highly personalized advertisement just for him, frankly scares a lot of people. Many countries already limit the use of cameras in public spaces, and companies that aggressively capture and monetize personally identifiable information are at risk of oblivion.  Does your measurement system rely on cameras, or even worse, spyware placed in apps on mobile phones by unscrupulous data brokers?  

The BlueZoo system of sensors, cloud infrastructure, and sophisticated dashboards deliver the right combination of accuracy, cost, and privacy for pDOOH advertising measurement. 

To learn more, see a demo, or to book a meeting, feel free to contact us



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