When our clients invest in OOH advertising, one of the first questions they ask is: How do I measure success?
While impressions (the number of people who have the opportunity to see your ad) are a valuable metric, they’re just the beginning. True ROI comes from tracking real-world actions that tie back to your campaign’s goals.
Here’s how advertisers can measure the impact of their OOH campaigns beyond impressions and see tangible results.
1. Track Website Traffic Before, During and After the Campaign
If your goal is brand awareness or lead generation, monitoring your website traffic is key. Use Google Analytics or similar tracking tools to compare website visits:
Before your campaign
During your campaign
After your campaign ends
Tip: Use UTM codes (trackable URL parameters) for any URLs displayed on your OOH ads. If your billboard includes a custom landing page (e.g., yoursite.com/specialoffer), you can directly track visitors who came from the campaign.
2. Compare Foot Traffic at Your Location
For businesses like restaurants, retail stores, or event venues, OOH advertising is designed to drive in-person visits. Comparing pre-campaign and post-campaign foot traffic is one of the most direct ways to measure impact.
📊 Ways to Track Foot Traffic:
✔️ Use POS systems to monitor transaction volume.
✔️ Track in-store visitor counts using foot traffic analytics tools.
✔️ Offer a campaign-specific discount or QR code to see how many customers engage.
3. Monitor Sales Lift & Revenue Impact
If your campaign’s objective is increased sales, track total sales volume before, during, and after the campaign to identify any spikes that correlate with your OOH exposure.
📈 Sales Metrics to Analyze:
✔️ Total revenue growth
✔️ Average transaction size before vs. during the campaign
✔️ New vs. returning customers
Tip: If running OOH in multiple locations, compare sales in markets with and without billboards to gauge the direct impact of your campaign.
4. Track Call Volume or Direct Inquiries
For service-based businesses (law firms, medical offices, contractors, etc.), phone calls and appointment bookings are a strong indicator of billboard success.
📊 Ways to Measure:
✔️ Use a dedicated phone number for your campaign.
✔️ Compare call logs or online inquiries before, during, and after your campaign.
✔️ Track customer mentions—ask callers, “How did you hear about us?” and keep a record.
5. Measure Social Media Engagement
Billboards don’t exist in a vacuum—they enhance your online presence by reinforcing your brand in the real world. If your campaign includes a hashtag, custom social handle, or QR code, you can track:
✔️ Mentions & hashtag usage related to the campaign
✔️ Follower growth on social media during the campaign
✔️ Engagement rates on posts tied to the campaign
Tip: If you’re running a contest or giveaway tied to your billboard, monitor participation levels to gauge direct engagement.
6. Compare Lead Generation & Conversions
For businesses using OOH to drive leads, track the number of form submissions, newsletter signups, or inquiries before and during the campaign.
📊 How to Track It:
✔️ Use a unique promo code or offer only available through the OOH ad.
✔️ Monitor conversion rates on landing pages linked to the campaign.
✔️ Compare lead quality before vs. during the campaign—do you see an increase in relevant inquiries?
Maximizing ROI with OOH Advertising
OOH is more than just a brand play—it’s a strategic marketing tool that can drive real business outcomes. The key is knowing what success looks like for your business and aligning your campaign measurement accordingly.
At Verde Outdoor, we provide weekly impression data, audience insights and post-campaign reporting to help businesses track their OOH success. But beyond that, the real impact is measured in customer actions—calls, visits, clicks and sales.
Want to maximize your OOH advertising ROI? Let’s build a campaign that delivers measurable results.