OOH Measurement Now Spans Full Funnel, but Buyer Education Lags
· 2h ago · Originally reported by Beet.TV
Out-of-home advertising measurement capabilities now cover the customer journey from brand awareness through drive-to-retail conversions, according to Jill Schnitt, president of an OOH-focused firm. She argues the barrier is no longer technology but education, as planners, buyers and brands are unaware of what is possible.
Why it matters
OOH has historically been hard to measure compared to digital channels. If measurement gaps close, more programmatic and performance budgets could shift to billboards and street furniture.
Explain it like I’m new here
It's like billboards finally got a scoreboard showing who saw them and then visited the store, but the people buying the ads don't know the scoreboard exists.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
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