• About
  • Advertise
  • Careers
  • Contact Us
Friday, June 27, 2025
  • Login
No Result
View All Result
NEWSLETTER
Tech | Business | Economy
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
    • Mobility
    • Environment
    • Travel
    • StartUPs
      • Chidiverse
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • EventDIARY
    • Editorial
    • Appointment
  • TECHECONOMY TV
  • Apply
  • TBS
  • BusinesSENSE For SMEs
  • Chidiverse
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
    • Mobility
    • Environment
    • Travel
    • StartUPs
      • Chidiverse
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • EventDIARY
    • Editorial
    • Appointment
  • TECHECONOMY TV
  • Apply
  • TBS
  • BusinesSENSE For SMEs
  • Chidiverse
No Result
View All Result
Tech | Business | Economy
No Result
View All Result
Home Features Guest Writer

Maximizing Out-of-Home Advertising ROI: The Role of OOH Monitoring and Audit

By: Philip Odiakose

by Techeconomy
February 27, 2024
in Guest Writer
0
Philip Odiakose writes on Out-of-Home (OOH) Media, advertising, independent PR Agencies, Measurement | AVE
Philip Odiakose

Philip Odiakose

UBA
Advertisements

Out-of-home (OOH) advertising has long been a cornerstone of marketing strategies, offering brands the opportunity to reach consumers in high-traffic locations where they live, work, and play.

However, measuring the return on investment (ROI) of OOH campaigns has historically presented challenges due to limited data availability and the inability to track audience engagement in near real-time.

In this article, we will explore how advancements in OOH monitoring and audit methodologies are revolutionizing the way advertisers measure ROI and optimize their campaigns.

The Evolution of OOH Monitoring and Audit:

Traditionally, measuring the effectiveness of OOH advertising relied heavily on manual processes and outdated metrics such as impressions and circulation numbers.

However, with the advent of digital technologies and data analytics, advertisers now have access to a wealth of real-time data that can provide deeper insights into campaign performance.

OOH monitoring involves the use of advanced technologies such as PosterTrack (a proprietary tool by TMKG Consulting), GPS tracking, beacon technology, and computer vision to track the placement and performance of OOH ads in the physical world.

By leveraging these technologies, advertisers can gain visibility into metrics such as ad exposure, compliance, and estimated engagement levels.

Similarly, an OOH audit refers to the process of verifying that OOH campaigns are executed as planned and comply with industry regulations and best practices. Auditing involves physical inspections of OOH placements, as well as the analysis of data collected through monitoring technologies.

Measuring ROI with Precision:

One of the key benefits of OOH monitoring and auditing is the ability to measure ROI with greater precision.

By tracking ad exposure and audience engagement (still a grey area) in near real-time, advertisers can accurately assess the impact of their OOH campaigns on brand awareness, consideration, and purchase intent.

For example, by analyzing data collected from GPS trackers and mobile devices, advertisers can determine the exact number of people who were exposed to an OOH ad and whether they subsequently visited a nearby store or website.

Similarly, computer vision technology can provide insights into audience demographics and behavior, allowing advertisers to tailor their messaging and creative assets to specific audience segments.

Optimizing Campaign Performance:

In addition to measuring ROI, OOH monitoring and auditing also enable advertisers to optimize their campaigns in near real-time.

By identifying underperforming ad placements or creative elements, advertisers can make data-driven adjustments to improve campaign effectiveness and maximize ROI.

For instance, if data analysis reveals that a particular OOHplacement is not generating the expected level of engagement, advertisers can quickly reallocate the budget to more effective placements or adjust the creative content to better resonate with the target audience.

In conclusion, OOHmonitoring and auditing are revolutionizing the way advertisers measure ROI and optimize their campaigns.

By leveraging advanced technologies and near real-time data analytics, advertisers can gain deeper insights into campaign performance, accurately measure ROI, and make data-driven adjustments to maximize the effectiveness of their OOH advertising efforts.

As the OOHadvertising landscape continues to evolve, investing in robust monitoring and audit strategies will be essential for advertisers looking to stay ahead of the curve and drive tangible business results.

====

Philip Odiakose is the Chief Media Analyst and Managing Consultant at P+ Measurement Services and TMKG Consulting, members of the Media Monitoring and Audit Group (MMAG). Both agencies are members of AMEC and PAMRO

Loading

Advertisements
MTN ADS

Author

  • Techeconomy
    Techeconomy

    View all posts
0Shares
Tags: Campaign PerformanceOOHOOH advertisingPosterTrackRoI
Techeconomy

Techeconomy

Next Post
Naira scarcity, naira shortage, exchange rate, new naira notes

Naira Gains as CBN Sells over $300million to Banks

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms & Conditions and Privacy Policy.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Recommended

FG cash transfers

How Far Can FG’s Cash Transfer Address Nigeria’s Present Economic “Dire Strait”?

1 year ago
Dr Sania Nishtar

PROFILE – Meet Dr Sania Nishtar, new CEO of Gavi, the Vaccine Alliance

1 year ago

Popular News

    Connect with us

    • About
    • Advertise
    • Careers
    • Contact Us

    © 2025 TECHECONOMY.

    No Result
    View All Result
    • News
    • Tech
      • DisruptiveTECH
      • ConsumerTech
      • How To
      • TechTAINMENT
    • Business
      • Telecoms
      • Mobility
      • Environment
      • Travel
      • StartUPs
        • Chidiverse
      • TE Insights
      • Security
    • Partners
    • Economy
      • Finance
      • Fintech
      • Digital Assets
      • Personal Finance
      • Insurance
    • Features
      • IndustryINFLUENCERS
      • Guest Writer
      • EventDIARY
      • Editorial
      • Appointment
    • TECHECONOMY TV
    • Apply
    • TBS
    • BusinesSENSE For SMEs

    © 2025 TECHECONOMY.

    Welcome Back!

    Login to your account below

    Forgotten Password?

    Retrieve your password

    Please enter your username or email address to reset your password.

    Log In
    Translate »
    This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.