OOH Measurement Requires Channel-Specific Studies

Rodolfo Thomé Araújo, commercial director at MOVI, analyzed the complexity of measuring results and regionalization in out-of-home advertising during a conversation on Marketing - The Podcast, hosted by Bruno Gimenes. The excerpt addressed the technical challenges of measuring ad performance across different markets and formats, as part of a broader discussion on the OOH sector.

Measuring OOH campaigns varies depending on the display environment, preventing the application of a one-size-fits-all evaluation model. According to Araújo, outdoor media still lacks standardized solutions to consolidate figures across different inventories, unlike established channels with direct metrics such as television or the online space.

"You can use, for example, digital data to help with this measurement or conduct specific surveys within environments to deliver those insights," Araújo explains. Evaluating the impact in enclosed venues like gyms or on urban digital screens requires tailored methodologies. "I can measure the results of my street campaign and my indoor campaign. But these are separate initiatives. Today, there isn't a single universal solution," he notes. In the video above, you can watch the full discussion and analysis on how market data is evolving.