ANALYSING SUCCESS: TOOLS TO MONITOR OOH MEDIA CAMPAIGNS

2024-12-04

Analysing Success: Tools to Monitor OOH Media Campaigns in the UK

Out-of-home (OOH) advertising has always been a crucial component of the marketing mix, but with the advent of digital OOH (DOOH) advertising, the ability to measure and analyse campaign success has become more advanced and precise. Using the right tools is essential to understand the impact and optimise marketing efforts. Here are some of the main tools and methods used in the UK to monitor and analyse OOH media campaigns.

1. Location Tracking Technology

Location tracking technology allows advertisers to understand consumers are when viewing OOH ads. By using mobile device data, it’s possible to map people’s movements and identify high-traffic areas in cities like London, Manchester, and Birmingham.

Tools include:

Placer.ai
Cuebiq
InMarket

These tools provide detailed insights into audience presence and movement patterns around ad display locations.

2. Image and Video Analysis

Cameras and sensors can be used to analyse viewer behaviour towards ads. These technologies measure viewing time, facial expressions, and even interactions with interactive screens.

Tools include:

Quividi
AdMobilize
Cenareo

These tools capture visual and behavioural data, offering a deep understanding of audience engagement across the UK.

3. Traffic and Mobility Data

Analysing traffic and mobility data is essential to understanding the reach of OOH ads. Platforms that aggregate data multiple sources, such as GPS, traffic cameras, and vehicle sensors, provide a comprehensive view of people and vehicle flows.

Tools include:

TomTom
INRIX
Google Mobility Reports

These insights help identify prime ad locations in high-traffic areas such as Oxford Street or Canary Wharf.

4. Market Research and Consumer Panels

Traditional methods like market research and consumer panels remain effective for evaluating the impact of OOH campaigns. Surveys, interviews, and case studies with consumers provide valuable insights into ad perception and recall.

Companies include:

Nielsen
Ipsos
Kantar

They offer tailored research services to measure the specific impact of OOH campaigns.

5. Data Analysis and Reporting Tools

Integrating multiple data sources into a centralised analytics platform is critical for generating actionable insights. Data analysis tools help consolidate information, making it easier to visualise and interpret results.

Platforms include:

Tableau
Power BI
Looker

These enable the creation of customised dashboards and real-time analytics, helping advertisers adjust campaign strategies quickly.

6. Digital Audience Measurement

Digital audience measurement tools are vital for DOOH campaigns, providing precise metrics on how many people view ads on digital screens.

Tools include:

Geopath
DPAA (Digital Place-based Advertising Association)

These tools offer standardised audience metrics, enabling advertisers to compare DOOH campaign effectiveness with other marketing channels.

The success of an OOH media campaign in the UK depends not only on creativity and strategic ad placement but also on the ability to measure and analyse its impact. By combining advanced technologies with traditional research methods, advertisers can gain a clear view of campaign effectiveness, enabling real-time adjustments and continuous optimisation. With the right tools, OOH advertising can become an even more powerful and measurable part of the marketing strategy.

For more information, visit intelioutdoor.com