top of page

OOH Measurement in a Perfect World

  • Marketing
  • 13 hours ago
  • 3 min read

Last week was the 2025 OAAA OOH Media Conference, “The Power of Presence” in Boston. The PJX team was on the ground and our CEO Rick Robinson moderated a discussion on the future of OOH measurement with industry leaders.


Participants included;



Panelists OOH industry leaders the future of OOH measurement
Panelists of industry leaders sharing insights on the future of OOH measurement. The discussion was a sponsored breakout panel by Accretive & StreetMetrics. These companies have launched a new measurement platform for all OOH formats with AI functionality.

Framing the conversation, Robinson stated there’s a general industry consensus to improve measurement, drive OOH ad media spend, and attract new money into the channel. While OOH measurement has lagged behind other channels in maturity, it’s clear there’s a desire to decrease the gap between today's state and an “ideal” future.


Key Points from the Panel:


  • If given a clean slate, the panel discussed how a consistent methodology serving a consistent impression protocol would be fundamental for a new measurement system.

  • Choose between DEC (Daily Effective Circulation), OTS (Opportunity to See), or LTS (Likelihood to See) and provide it for all OOH formats from traditional to mobile media and all place-based, across all markets equally.

  • While impressions have been a cornerstone of the OOH measurement framework, and should be kept as a baseline, there has to be options to go deeper.

  • Metrics like attention, impact, tangible outcomes, and real influence are becoming more desirable than impressions.

  • The marketplace is fragmented by differing measurement methodologies, creating more complexity and confusion for marketers.

  • In pursuit of hyper-specific audience impressions and granular targeting, there’s a need to blend the brand impact of OOH and the lower funnel impact of OOH into attribution models.

  • Artificial intelligence and machine learning analysis will be critical in the planning phase, informing media weight and location selection

  • The panel agreed, the most important next step to create a perfect world for measurement is for the industry to simply act now. We must not delay!


New to OOH measurement? Here is a short FAQ to get you more familiar with how the industry measures OOH.

OOH Measurement FAQ


Q: How is OOH measurement different from other media formats?

A: Exposure - it’s when an individual is in proximity and presence of the OOH advertisement/unit (whether it’s a billboard, bus shelter, wallscape, etc.) and expected to be able to view that unit. Individuals have the opportunity to see the OOH advertisement.


Q: What metric is OOH measured by?

A:  Primarily impressions, plays for digital OOH media screens.


Q:  What is measurement vs. attribution?

A:  Measurement in OOH are the metrics of ad delivery - impressions, plays (if video ads), reach, frequency - the basics. Attribution is diving deeper into data to analyze the correlation between ad performance and consumer behavior. Essentially, what actions did your target audience take upon being exposed to your OOH campaign?


Q: What type of attribution studies can be done with OOH Campaigns?

A: There are 3 common attribution studies;


  • Website visitation: Through pixels placed on the webpages we can track sitewide visitation and lower funnel conversion. For example, your brand can implement a unique pixel on the product page, and another on the checkout or order confirmation page.

  • Footfall (Store) visitation: Using geofencing methods, this lets us track exposed customers that visit brick & mortar retail locations.

  • Brand Lift: Verify customers who saw your ad. Then follow up with a survey to find out “why” the ad was successful and use that data to make optimization decisions for measurable results.


Out-of-home attribution helps identify consumer behavior after being exposed to your campaign. Through our data and attribution partnerships, we’re able to help you break down campaign metrics beyond the basics. Check out our success stories to see how we’ve helped brands with increasing website traffic, drive sales, and more.


Want to dive into the data further? Reach out to our advertising experts today!

bottom of page