OOH measurement

Here's How You Do OOH Measurement

Otego Media

Marketing Strategist

Paramita Jayanthi

23 September 2022

What is OOH Media

OOH media stands for Out-of-Home media; it is a type of advertising you can find outside your home. You can find it almost everywhere: on the streets, skyscraper buildings, times square, and all other places.

It is said that OOH is one of the oldest forms of media. You can trace its legacy back from cave paintings to billboards on the side of the road to Videotron with the latest upgrade: programmatic advertising, which allows marketers to advertise more data-driven way.

OOH is known for its speciality: influencing mass audiences all at once, unskippable, comes in giant so it’s 100% viewable, and comes in all kinds of ways (static, dynamic, brand activation). OOH is also becoming a playground for marketers to channel their creative, brilliant minds. And to top those advantages, here’s another thing about OOH media: it is measurable.

How Do You Calculate OOH Measurement?

Calculating OOH advertisements is much more complicated than calculating digital or in-home ads.

For instance, in-home advertising, such as television advertisements, can be measured by ratings. It tells us how the ads performed by counting how many people watched the commercials. In digital ads, we can see how many users clicked on our ads, is our email opened by our subscribers, and how many impressions we get.

While in OOH advertising, many measurements must be combined to get a reasonable audience estimate.

Here are a few things that you should measure first to create a solid OOH measurement:

1. Population and Location

First, we have to measure the population in a particular location, especially where we place our OOH ads, as it will help us calculate the impression rate on the ads.

By measuring the impression, you can gauge how much and whom your ad is reaching daily or weekly. The number of impressions is calculated by how many people view the advertisement. 

Impressions will include information about the number of vehicles that passed the advertisement.

2. Audience Research (Survey)

Most of the research companies for OOH advertisement use surveys, combining them with third-party data to provide demographic and psychographic information that measures OOH advertising. Some companies, like Great Britain, use a unique device to track their survey participants’ movement across the city to see which ads they will see. The data is then modelled into different maps, allowing an advertiser to estimate who and how many people reached.

3. Digital Track

You can also measure your OOH advertising by combining digital track measurements such as how many people use or see the promo code, scan the barcode, click the links, and other online things relevant to the advertisement.

4. Visual Attention Research

To measure OOH advertising, you can also do visual attention research. It is calculated using contact zones that determine the distance from which an advertisement can be seen, the maximum viewable length from OOH ads, and how likely people are to see the ad as they pass through the area. Another measurement is calculating how long people usually stay in a place while sitting in traffic, waiting for a train, or waiting for a bus. Visibility research helps to determine a person’s likelihood of actually noticing an ad based on their opportunity to see it.

Devices Used to Track OOH Measurement

1. Multi-Sensory-Tracking (MST)

This device is known to be used by Great Britain, an OOH measurement company. MST is used to analyse people’s travel patterns across the UK and combines this data with detailed mapping of every outdoor site in the country, including places such as overground and underground. This device has a bunch of In-device sensors, which include: GPS, an Accelerometer, a Gyroscope, a Magnetometer and a Barometer to inform the movement of informants even if the GPS signal is less accurate, such as indoor or underground locations.

2. WiFi Tracking Device

Another way to measure OOH is from datajamsolutions.com. The company built a device to measure advertisement impressions called Jambox. Jambox is built-in sensors and cameras that can observe consumer behaviour and measure engagement in real-time. The device can also be paired with promo codes, social media accounts, QR codes, and links to track who follows the link or uses the promotional code.

The device will track impressions by detecting mobile phone signals proximal to digital signage. The device can use the strength of the signal to estimate the distance of the device from the signage. The device can also detect WiFi and power outages at digital signage sites and record hourly weather details.

3. Infrared Array Sensors

This device is often placed on the above digital screens or at building entrances. This device will detect rises in temperature to assess the number of people in that area.

According to sightcorp.com, this is a cost-effective device that can provide relatively accurate data on impressions. However, the downside of this device is that it can only detect the body temperature of people in the area, but we need to find out whether the people were engaging with the content. 

4. Bluetooth Beacons

The Bluetooth beacons work similarly to WiFi tracking. The device picks up Bluetooth signals when a Bluetooth-enabled device is around.

This Bluetooth tracker device is relatively cheap. However, it provides limited data. It also needs to indicate how many people engage with a digital display.

5. Sensor-Based Measurement

This device is a combination of machine learning and dual camera lenses. It is usually placed on ceilings to detect people through depth perception. It can count the traffic around OOH media through a camera and know how many people have seen it.

Whilst it offers high levels of accuracy, it is still limited in many ways. For example, the provided data does not include specific demographic insights or behaviour data.

6. Camera-Based Measurement

Camera-based measurement devices usually are paired with computer-vision-powered software to provide comprehensive audience insights.

This device can provide accurate measurement data about the number of bodies around the OOH media. It can also offer insights on audience demographics and their viewing behaviours which are collected using a combination of technologies; facial and body detection. Some AI technology can even detect an audience’s reaction to OOH media — whether they look happy or neutral.

As an OOH (outdoor advertising) media, Otego is always committed to continuously helping client brands create creative concepts, an extraordinary, not dull, way of advertising that can increase brand awareness and brand value.

Otego can help you advertise on MRT Jakarta with many choices of locations and advertising strategies. Otego can help you reach more than 9,000,000 audiences (research according to the 2020 MRT Jakarta annual report) with a brand recall rate of as high as 90% (Otego audience research, 2019).

Otego media is OOH’s outdoor advertising media that provides all aspects of advertising services in the MRT Jakarta operating area, both at stations and on trains. For cooperation purposes, contact us at hello@otegomedia.com.