Monitor your campaign in-flight, measure brand recall, awareness, and determine ROI via foot traffic, all within our DSP’s product-suite.
Perion Marketing
23rd Apr 2025
Digital out of home (DOOH) advertising has risen in popularity in part due to its measurement capabilities in determining ROI and impact when compared to traditional out of home. When utilizing the Perion digital out of home platform, this is made possible through anonymized mobile device behaviour patterns, big data analytics and strategic partnerships with premium media resources. Digital marketers love DOOH for the similarities in data concepts and output metrics, however it is important to remember that DOOH is displayed as a one-to-many rather than a one-to-one.
Similar to mobile and web-based campaigns, digital out of home can be done in-flight. Real time monitoring enables advertisers to optimize their budget against audiences and screens that are driving the best performance post-launch. Metrics such as impression delivery by hour, timeline of delivery by hour-of-day and percentage of delivery across each individual screen allows managers to carefully monitor the overall pacing of a campaign and pinpoint inventory that is over performing or under delivering.
Once a campaign is complete, awareness and brand recall can be assessed via a full funnel measurement of a campaign based on its core objectives. Through third-party data the Perion platform is able to generate an Awareness Dashboard. This dashboard showcases a campaign’s results against key KPIs ranging from brand awareness, brand lift, brand opinion and consideration.
Another powerful way for managers to attribute results to their DOOH campaign is through a foot traffic and lift analysis. Using our custom Lift Dashboards, users can determine the volume of customers driven to a desired location as a result of the DOOH campaign. The dashboard achieves this by geofencing a billboard and the desired outcome location and measuring the mobile devices exposed to an ad versus a control group to determine impact. In a recent campaign for Lululemon, Perion was able to show a 314% increase in footfall traffic.
There are a multitude of measurement tools from Perion that allow buyers and publishers to truly understand the impact and ROI of their DOOH ad campaigns. These tools continue to prove that programmatic digital out of home is efficient, targeted, scalable and ultimately successful. Measurement is an integral part of DOOH campaigns and should be a vital part of any marketing strategy.
Nominee: Emma Wood, Head of Investment, PHD Aus Next up in our Leading Lights
What is pDOOH? How to plan a campaign, design creative and measure the success of a programmatic digital out of home advertising campaign
Popular among marketers globally for its measurement capability, in-flight optimization and budget efficiency, understanding the programmatic revolution of out of home advertising starts with this introduction.
