How to Measure ROI in Outdoor Advertising Campaigns
Outdoor advertising (OOH) in Mexico is powerful for brand visibility, but many marketers ask: How do you measure ROI in outdoor campaigns? Unlike digital channels with clicks and conversions, OOH needs a blended approach—now enabled by DOOH and mobility analytics.
How do you measure OOH audience in Mexico?
Short answer: Combine traffic counts, modeled impressions, and third-party validation.
Start with traffic counts on highways and main avenues, then apply geolocation models to estimate impressions and reach/frequency. Use third-party providers to validate coverage. According to the WOO, consistent audience standards are key to planning and ROI tracking.
Summary
Audience = counts + modeling + validation → trusted impressions, reach & frequency.
How can mobility data prove visit lift?
Short answer: Match device exposure near the billboard to subsequent store visits.
Mobility datasets reveal how many devices passed a panel, dwell time, and whether those devices later visited your store cluster—producing a visit lift metric. In Mexico City, DOOH networks along Reforma/Periférico already report mobility-based exposure and lift.
Summary
From exposure → visits: movement data links panels to footfall uplift.
How do QR, NFC, and short links connect OOH to digital actions?
Short answer: They turn attention into measurable clicks, scans, and sign-ups.
Place QR codes, NFC, or vanity URLs on creatives. Track scan rates, CTR, form fills, and coupon redemptions. This bridges offline exposure with online engagement and lets you compare creative messages by performance.
Summary
Interactive assets = direct attribution from street to site/app.
What’s the practical approach to ROI attribution?
Short answer: Align exposure windows with POS data, add geofenced promo codes, and A/B test DOOH creatives.
Blend exposure data (flight dates, panels) with sales uplift in exposed zones, web traffic spikes, and promo codes tied to locations. DOOH allows A/B testing by rotating creatives while holding placements constant. See OAAA case studies for multi-touch attribution examples.
Summary
Link exposure → code/redemption → sales window → uplift by zone.
FAQs
What are the core metrics to measure OOH ROI in Mexico?
Audience/impressions, reach & frequency, visit lift (footfall), online actions (QR/NFC/short links), and sales uplift by exposed zones.
How can I connect billboards to store visits or sales?
Use mobile movement data for exposure → visit lift, assign promo codes by location, and align POS windows with flight dates.
Does DOOH allow A/B testing?
Yes. Rotate creatives and compare scan rates, CTR to short links, or store visits while holding placement constant.
Which sources should I cite to strengthen credibility?
WOO, OAAA, INEGI (mobility/population), Statista (market size), and IAB Mexico (measurement best practices).
Ready to measure what your OOH really delivers?
We’ll map high-intent corridors, deploy formats, and set up tracking (mobility, QR/NFC, POS uplift).
