How do companies know if their outdoor campaigns are reaching the right audience and creating the intended impact? Measurement techniques have advanced over the years, allowing advertisers to collect both quantitative and qualitative insights.
By following the mentioned below points, you can measure the performance of outdoor advertising UAE campaigns.
Traffic and location analysis:
One of the first factors measured is the volume of people passing by the display location. This is often based on traffic counts from municipal records or independent surveys. Pedestrian movement and vehicle flow data help estimate the number of possible viewers.
Impressions and reach estimates:
After traffic counts are established, they are converted into estimated impressions. Impressions indicate how many times an advertisement might have been seen during a specific period. This calculation helps determine the scale of exposure and overall reach of the campaign.
Audience demographic studies:
To better understand who is viewing the advertisements, demographic research is conducted. Surveys and mobile data analysis are used to determine age groups, income levels, and lifestyle segments that are most present in the targeted location.
Viewing time and dwell measurement:
Certain formats are positioned where people spend more time, such as near waiting areas or busy intersections. Sensors or observational studies measure how long individuals look at the display. Longer viewing times may suggest greater engagement.
Post-campaign surveys:
Direct feedback from the public is another way performance is assessed. Surveys ask viewers about recall, message clarity, and how they perceived the advertisement. This information helps determine if the campaign communicated its intended message effectively.
Mobile and online tracking integration:
Some campaigns include QR codes, short links, or promotional codes that can be tracked online. By monitoring scans, visits, or sign-ups linked to these elements, companies gather precise data on audience actions after seeing the advertisement.
Sales and response correlation:
Where applicable, performance is linked to changes in sales figures, event attendance, or other measurable outcomes during and after the campaign period. While correlation does not confirm direct causation, it provides an additional indicator of impact. Also, regular monitoring ensures that the campaign is displayed as planned for the entire duration. Photographic proof and time-stamped checks confirm placement accuracy and operational performance.
