Traditional OOH vs. DOOH Measurement and Capabilities

This document is a technical report that compares traditional Out-of-Home (OOH) advertising with Digital Out-of-Home (DOOH) advertising, focusing on measurement capabilities and effectiveness. It outlines how traditional OOH has relied on traffic counts and Daily Effective Circulation (DEC) for measurement, which provides broad but imprecise reach metrics. In contrast, DOOH utilizes automated impression tracking, behavioral insights, and enhanced attribution methods, allowing for more precise measurement of consumer actions. The report details the unique strengths of DOOH, including targeting, measurement, and interactivity, and presents benchmarks that demonstrate performance differentials between DOOH and traditional OOH campaigns. It also examines the synergistic impact of integrating OOH into cross-channel strategies, emphasizing the increased effectiveness of DOOH campaigns compared to traditional formats. The report concludes that DOOH offers sophisticated, measurable outcomes that rival digital and social advertising, while providing unique benefits such as mass-scale reach and high recall.