Ooh advertising is the abbreviation of Out of home advertising. This is a promotion method that many companies use when promoting and publicizing. Outdoor advertising is actually an emotional media that achieves brand promotion by continuously deepening the audience's impression of your brand. how to maximize advertising benefits? This involves Metrics & KPIs. This article will discuss with you How to Measure OOH Advertising Effectiveness: Metrics & KPIs?

What are the advertising metrics?

Any advertising channel needs to evaluate its effectiveness, and ooh advertising is no exception. We need to use multiple indicators to judge whether the effectiveness of an ooh advertising has achieved the expected effect. It is usually evaluated based on the following indicators:

Advertising coverage and coverage: Simply put, advertising coverage refers to the approximate number of your target customers that your advertising can reach during a specific period of time. Reach is the absolute number of people your target audience campaign reaches. Using these two pieces of data, you can roughly estimate how many target customers your ads will bring you.

Audience: As we all know, the target customers of each product and each brand are different, so the audience of its advertisements is also different. Therefore, when carrying out an ooh advertising, we must know in advance whether your target customers account for a good proportion of the people in the place where you place the advertisement.

Conversion rate: To be honest, the conversion rate of ooh advertising is difficult to calculate because it is not like online advertising that has various real-time data for feedback so that timely adjustments can be made. However, we cannot ignore the conversion rate of OOH advertising, so we can generally observe the overall brand effectiveness during the period when OOH advertising is launched. We can observe the comparison of brand effectiveness before and after the advertising is launched to get a rough conversion rate.

What are the ooh advertising KPIs?

KPI is a quantifiable indicator. Usually KPI includes: revenue, customer satisfaction, customer lifetime value (CLV), conversion rate (CVR) and return on advertising investment (ROAS). However, there are many different types of KPIs, and you can use them according to the type that suits your company. So why are KPIs so important? KPIs are one of the excellent ways to assess the success of your business in a concise, measurable form.

Ooh advertising usually comes from revenue, which refers to the revenue generated by the increase in the number of your orders during the advertising period, conversion rate, which is a calculation of brand effectiveness when you place ooh advertising ads, and advertising return on investment. In other words, it is the ratio of your advertising investment to your output. In addition, OOH advertising also has an important indicator of passenger flow, which is to investigate the flow of people at outdoor advertising locations and the proportion of the audience. This is a very important indicator of OOH advertising that cannot be ignored.

Why ooh advertising so popular?

It is a way to reach the audience in a subtle way and continuously deepen the brand impression. It is timely, disseminable and long-term. At the same time, it is a cheaper advertising method compared to other advertising methods. Low investment and high output will undoubtedly attract various companies to carry out this kind of advertising. Especially with the emergence of outdoor LED displays, companies can change advertising content anytime and anywhere and use more vivid pictures and videos to attract audiences, which undoubtedly provides convenience and effectiveness to ooh advertising.

How can we improve the effect of ooh advertising?

With the continuous popularity of ooh advertising, people are exposed to a variety of different types of outdoor advertising every day, so many companies feel that the effectiveness of ooh advertising is declining, and are worried about how to improve their ooh ad effects. Today Based on communication with different customers, NSE has summarized some opinions for your reference.

• Update the color palette and images of display ads;

• Adjust the copy of the text advertisement according to the audience’s habits and preferences;

• Follow strategic schedules, so ads only appear at relevant times;

• Rotate advertisements frequently to allow the audience to see different advertising creativity;

• Monitor activities to prevent creative fatigue.

It may be difficult to be prepared to evaluate the effectiveness of an OOH advertisement, but as long as you conduct a multi-dimensional investigation and analysis, set KPIs suitable for your company according to the nature of your company and brand positioning, and based on the advertising effect you want to achieve It is necessary to choose your advertising metrics. Ooh campaign is an important tool for sorting out brand image and achieving brand communication, and has good investment value. Therefore, in the context of "advertising fatigue", companies should formulate a complete Ooh advertising plan.