Digital Out-of-Home (DOOH) advertising has become a cornerstone of modern brand campaigns, especially in high-footfall areas like airports and transit hubs. While DOOH offers unparalleled visibility and creative flexibility, measuring ROI requires a careful approach because traditional impressions and clicks do not apply.
1. Footfall and Audience Impressions
Footfall data is the most basic and critical metric for DOOH ROI. For airports and transit hubs, media owners often provide passenger counts, gate-area dwell times, and boarding statistics. By combining these with campaign duration and location, brands can estimate impressions and potential reach.
Brand Application:
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Place high-impact screens near gates or boarding areas to maximize visibility for frequent travelers.
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Use footfall data to compare exposure between different terminals or transit corridors.
2. Dwell Time and Engagement Duration
Unlike standard billboards, DOOH screens can track dwell time, i.e., the length of time a passerby is likely to view a display. In airports, dwell times can range from 5 to 30 minutes, depending on terminal congestion. Longer dwell times increase brand recall and message retention, providing a better ROI indicator than raw impressions.
3. Interaction Metrics (QR Codes, NFC, AR)
Many DOOH campaigns integrate interactive elements:
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QR codes for website visits, promotions, or app downloads
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NFC tags for instant engagement
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AR or gamified activations
Tracking how many users engage with these features allows brands to quantify direct conversions from DOOH campaigns.
4. Audience Demographics and Segmentation
Airports and transit hubs often provide passenger segmentation data:
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Frequent business travelers vs. leisure travelers
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Domestic vs. international travelers
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Age, gender, or income proxies
Brands can estimate campaign relevance and tailor messaging, improving ROI by ensuring creative resonates with the right audience.
5. Campaign Frequency and Rotation
DOOH ROI improves with frequency optimization. Metrics such as daily play counts, creative rotations, and time-of-day exposure help ensure audiences see ads multiple times, increasing recall and effectiveness.
Tip: Measure ROI relative to the number of times a passenger is likely to encounter the campaign during their airport journey.
6. Attribution via Cross-Channel Analysis
While DOOH rarely drives direct clicks, indirect attribution is possible by combining offline exposure with digital touchpoints:
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Tracking uplift in app downloads or web traffic after campaign launch
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Using promo codes exclusive to DOOH placements
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Analyzing social media mentions or check-ins near transit locations
This creates a holistic picture of ROI, linking physical visibility with measurable brand actions.
7. Cost Efficiency Metrics
Finally, ROI should consider cost-per-impression (CPI) and cost-per-engagement (CPE) relative to footfall, dwell time, and interaction. Comparing these across multiple airport or transit locations can help optimize future placements.
Conclusion
Measuring ROI in airport and transit-hub DOOH campaigns goes beyond simple impressions. Brands should track footfall, dwell time, engagement metrics, audience demographics, frequency, cross-channel attribution, and cost efficiency. By leveraging these metrics, advertisers can quantify impact, optimize placements, and demonstrate value, making DOOH a powerful addition to modern brand campaigns.
