Out of Home is becoming one of the most measurable media channels - here's how

Marissa Bernstein from VistarMedia recently wrote an interesting opinion piece on how measurement within the Out of Home (OOH) industry used to be a challenge, but with recent advancements in both data and technology, marketers can now rely on trustworthy solutions for measuring their campaigns.

While online campaign measurement is often driven by direct site engagement, clicks and conversions, the impact of digital out-of-home (DOOH) exposure can be evaluated in multiple ways including brand health, foot traffic, web activity, sales lift and more. And, with the entrance of programmatic technology, marketers can readily understand the performance of their entire DOOH campaign across all venue types and media owners, rather than receiving unique reporting from each publisher and trying to compare apples to oranges.

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