How OOH Companies Track Impressions
Outdoor advertising (OOH) companies track impressions in a variety of ways, including:
- Traffic counts: OOH companies use traffic counts to estimate the number of people who see their ads. Traffic counts can be collected manually or through automated technologies, such as cameras and sensors.
- Demographic data: OOH companies use demographic data to understand the characteristics of the people who see their ads. This data can be collected from census data, surveys, and other sources.
- Geospatial data: OOH companies use geospatial data to understand where people are and what they are doing. This data can be collected from mobile phones, GPS devices, and other sources.
- Eye-tracking studies: OOH companies use eye-tracking studies to measure what people actually see when they look at OOH ads. Eye-tracking studies involve using special cameras to track the movements of people’s eyes.
OOH companies use this data to calculate impressions, which is the number of times an ad is seen by a unique individual. Impressions are an important metric for OOH companies because they allow them to measure the reach of their campaigns and to charge advertisers accordingly.
Here are some specific examples of how OOH companies track impressions:
- Geopath: Geopath is a non-profit organization that provides audience measurement and ratings services for the OOH advertising industry in the United States. Geopath uses a variety of data sources, including traffic counts, demographic data, and geospatial data, to calculate impressions.
- Nielsen: Nielsen is a global leader in audience measurement and data analytics. Nielsen offers a variety of services for the OOH advertising industry, including impression tracking and campaign measurement.
- Arbitron: Arbitron is a leading provider of audience measurement services for the radio and television industries. Arbitron also offers services for the OOH advertising industry, including impression tracking and campaign measurement.
These are just a few examples of the many companies that provide impression tracking services for the OOH advertising industry. OOH companies can choose to work with one or more of these companies to track the impressions of their campaigns.
Impression tracking is an important part of the OOH advertising industry. It allows OOH companies to measure the reach of their campaigns and to charge advertisers accordingly. It also allows advertisers to evaluate the effectiveness of their campaigns and to make necessary adjustments.
Additional information
In addition to the methods described above, OOH companies are also developing new and innovative ways to track impressions. For example, some companies are using artificial intelligence (AI) to analyze images and videos from CCTV cameras to identify people who are looking at OOH ads. Other companies are using mobile phone data to track people’s movements and to determine when they are exposed to OOH ads.
As technology continues to evolve, OOH companies will be able to track impressions more accurately and in greater detail. This will allow them to provide advertisers with more valuable insights into their campaigns and to help them to achieve their marketing goals more effectively.
