Measurement and ROI

An impression is an opportunity for one person to see your ad. In the U.S., the official measurement system from Geopath provides audited reports on impressions, reach, and frequency, giving you a clear and standardized way to understand your audience size.

We make this simple: it's the automated, smart way to buy digital billboard space. Think of it like buying ads online, but for giant screens in the real world. You can set rules to automatically show your ad at specific times or in certain weather, making your campaign incredibly efficient.

According to Harris Poll research for OAAA, 57% of consumers have engaged with an OOH ad in some way. Common engagement actions include: visiting the advertiser's website (43%), searching for more information about the advertiser or products (39%), and making a physical purchase (39%). Engagement is especially high in large urban areas, where 77% of consumers have engaged with an OOH ad.

Digital device burnout creates an advantage for OOH advertising. According to Harris Poll research, over 60% of consumers frequently skip online ads due to digital device burnout, and two-thirds are concerned about online data privacy. This makes OOH an increasingly attractive alternative for reaching consumers who are fatigued by digital advertising and concerned about data collection.

Social media significantly amplifies OOH awareness. According to Harris Poll research, over two-thirds (67%) of both Gen Z and Millennials recall seeing OOH ads reposted on social media. This cross-posting drives engagement: consumers say they would be likely to visit the advertiser's online presence (55%) or their physical stores (48%) after seeing OOH content shared on social platforms.

According to Harris Poll research, 85% of those who have noticed OOH ads find them useful. The most useful types of OOH content include ads for local businesses and services, promotional deals and discounts, directional information, and event/entertainment announcements. This high utility rating demonstrates OOH's value as an information medium, not just brand advertising.

The number of people who see your billboard is measured through impressions — an industry-standard estimate of how many individuals have the opportunity to view your ad each week. These figures are verified by independent measurement bodies such as Geopath in the U.S., which use real-world traffic counts, GPS movement data, visibility angles, and dwell-time models to calculate accurate audience reach. For example, a highway bulletin in a major metro area might deliver 300,000–500,000 weekly impressions, while a suburban poster might reach 50,000–150,000. Actual visibility depends on traffic volume, direction, and placement. Our billboards, if the metric is available will show weekly impressions

Yes. You can request third-party verification through recognised data partners. Additional fees may apply.

Impressions are derived from verified traffic data and viewability models specific to each board’s location and visibility rating.

For digital campaigns, engagement can be tracked via integrated tools like dynamic QR codes or landing page metrics.

Our audience and impression data come from Geopath (https://geopath.org), the industry standard for verified out-of-home measurement in the U.S.

Timestamps or screenshots confirming digital ad delivery.

When a board is actually visible within field of view and distance criteria.

Photo evidence showing a static vinyl installed.

How often a digital creative plays relative to others.

Target Rating Points apply GRP to a specific audience segment.

Average time a viewer stays in view of the board; slower traffic increases it.

Official U.S. OOH audience-measurement body providing verified traffic and visibility data.

Gross Rating Points = Reach (%) × Frequency; measures total market weight.

Estimated number of people who see a billboard in a period, based on traffic and visibility. “This board has 320 000 weekly impressions via Geopath.”

Standardised exposure scores combining movement and traffic data.

Potential exposures based on impressions and frequency, not guaranteed views.

Measure of how visible a board is based on angle and distance.

Directional DOOH advertising is highly effective at driving foot traffic. According to the Harris Poll study, 30% of consumers recently noticed DOOH ads providing directions to businesses. Of those who noticed directional DOOH ads, 51% subsequently visited the advertised business. Most strikingly, of those who visited after seeing a directional ad, 93% completed a purchase, demonstrating tangible business outcomes from DOOH advertising.

The top 10 OOH advertising categories in 2024 (ranked by spend) were: 1) Legal Services 2) Hospitals, Clinics & Medical Centers 3) Domestic Hotels & Resorts 4) Quick-Service Restaurants 5) Consumer Banking 6) Colleges & Universities 7) Local Government 8) Chain Food Stores & Supermarkets 9) Television & Cable TV 10) Live Theater, Opera, Music, and Dance. Legal Services led with a 16% increase, while Chain Food Stores saw a 15% boost.

According to OAAA/Harris Poll research, 76% of consumers take action after seeing DOOH ads. The most frequent actions include: watching video programming (38%), restaurant visitation (36%), in-store purchasing (30%), word-of-mouth conversations (30%), and store visitation (29%). Additionally, 74% of mobile device users took action on their phones, including online searches about advertisers (44%), direct website visits (38%), and social media platform visits (30%).

In Q2 2025, the fastest growing OOH advertising industries were: Financial Services (+32.9%), Communications (+30.5%), Insurance & Real Estate (+13.8%), and Local Services & Amusements (+10.4%). Transit OOH showed the greatest format-category growth at 8.9% year-over-year. In 2024, half of the top ten product industries grew by double digits, including Communications, Government/Politics, Retail, Automotive, and Local Services.

DOOH and mobile have a strong synergistic relationship. According to OAAA/Harris Poll research, 74% of mobile device users took action on their phones after seeing a DOOH ad. Actions included: online searches about advertisers (44%), direct visits to advertiser websites (38%), and visits to social media platforms (30%). Additionally, 47% of consumers searched for social media handles featured on OOH ads, while 40% shared related content online.

According to the World Out of Home Organization, global OOH ad spending is on track to hit $49.8 billion in 2025. In the US, DOOH ad spending is projected to reach $4.40 billion in 2025 and grow to $5.87 billion by 2030 (5.95% CAGR). China is expected to reach $4.84 billion in DOOH spending in 2025 with growth to $6.65 billion by 2030 (6.57% CAGR).

In 2024, 13 advertisers more than doubled their OOH investment: Stripe, Old Navy, Honda, Nike, Hotels.com, Carnival, Turo, 7-Eleven, QuikTrip, Molson Coors, VRBO, Total Wine & More, and Meta. In Q2 2025, brands more than doubling their spend included FIFA, Rocket Mortgage, Geico, Mastercard, and Kia. Overall, 60% of the top 100 OOH advertisers increased spend in 2024, and 65% increased in Q2 2025.

According to a 2024 Harris Poll study commissioned by OAAA, 73% of consumers view DOOH ads favorably. This significantly surpasses other forms of advertising: television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). The study also found that 76% of recent DOOH ad viewers took action because of a DOOH ad, making it the medium most likely to drive consumer action.

Out of home advertising revenue surpassed $9.1 billion in 2024, a 4.5% increase from the previous year. This is the first time OOH advertising revenue has exceeded the $9 billion mark in the history of the medium. Digital OOH accounted for 34% of total OOH ad spend and grew by 7.5% in 2024. Q2 2024 hit $2.78 billion, the highest quarterly volume ever recorded.

The top 10 OOH advertisers in 2024 (ranked by spend) were: Apple, McDonald's, Amazon, Coca-Cola, Verizon, Disney, Morgan & Morgan Attorneys, Hotels.com, Google, and Samsung. In Q2 2025, the top 10 shifted to: Morgan & Morgan Attorneys, Apple, McDonald's, Coca-Cola, Verizon, Disney, Universal Pictures, Indeed, T-Mobile, and Comcast. More than 25% of the top 100 OOH spenders are technology or direct-to-consumer brands.

EMARKETER forecasts that DOOH ad spending will grow at a 7.6% CAGR over the next four years, while traditional OOH will grow at only 0.7%. DOOH share of OOH spending will reach 41% by 2028, up from 34% in 2024. By 2029, Statista predicts 44% of global OOH ad spend will go to digital screens. Programmatic DOOH ad spending is projected to reach $1.35 billion USD by 2026.

Yes. OOH creates awareness and credibility that enhances Google and Meta performance. Customers who see your billboard are more likely to click online ads or search your brand. For example, a gym running two weeks of billboards with Facebook ads saw a 25 % increase in sign-ups.

Indirectly. Use custom URLs, QR codes, or unique promo codes on creative. Compare web traffic and search lift during the campaign. Adding a landing page like /billboard lets you see exact visits from that creative. OOH focuses on verified impressions rather than clicks.

Industry rules that count only validated, viewable traffic (Geopath/TAB in U.S.).

OOH builds sustained reach and brand recall; online ads drive instant clicks. Billboards can’t be skipped or blocked, so they deliver guaranteed exposure that improves overall ROI. Brands combining OOH and digital typically see 20–30 % higher recall.

Billboards America uses Geopath standards that combine traffic counts, visibility factors and dwell-time modelling to produce weekly impression data for each unit.

Google and Meta charge per click; billboards charge per 1,000 views (CPM). Typical OOH CPMs range USD 2–6 vs USD 5–15 online. OOH builds trust and mass visibility, while online ads convert active intent. Running both together boosts results — brands often see a 10–40 % lift in branded search after OOH launches.

Inferred metrics like QR scans or web traffic lift — optional supplements to impressions.

Number of ad plays per day (e.g. ≈ 1 440 if every 60 sec).

Adjusts impressions by plays per day and audience per play.

OOH noticeability has increased significantly. According to Harris Poll research, over 4 in 10 (42%) consumers are noticing OOH more than before the pandemic, and consumers noticing OOH "much more" is up 9 percentage points from September 2020. This increased attention makes OOH particularly valuable for brands seeking to capture consumer awareness.