"Sixty-eight percent of planners and buyers have increased their OOH usage in the past year, and 61% expect to spend more in the next 12 months. 93% report that the channel is important in their omnichannel strategy."
"Fifty-eight percent say that measurement and attribution uncertainty is the biggest obstacle to investing more in OOH advertising. Difficulty comparing OOH to digital, social and CTV were next on the list according to 47% of respondents."
"Brand uplift (74%) and footfall (60%) are the metrics most widely-used in determining OOH success; lower-funnel measures such as online conversions (16%) and incrementality (14%) are deployed less often."
"Despite stating that measurement uncertainties were holding back their OOH spend, when asked directly about their current satisfaction with OOH measurement, only 18% of respondents were satisfied."
Digital out-of-home (DOOH) advertising is experiencing growth, with 68% of planners increasing usage and 61% expecting higher spending. However, 58% cite measurement and attribution uncertainty as the main barrier to further investment. The reliance on upper funnel metrics like brand uplift and footfall limits the channel's potential, as lower-funnel measures are used less frequently. The report suggests that better cross-media measurement and improved data partnerships could enhance confidence in OOH measurement, despite only 18% of respondents expressing satisfaction with current measurement methods.
Read at Exchangewire
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