Tier 1 — Impressions
Modeled from DEC (Daily Effective Circulation) — estimated people passing a screen daily, adjusted for traffic speed and viewing angles. For programmatic DOOH, impression delivery is logged in real time.
Impressions tell you the campaign ran. They don't tell you if it worked.
Tier 2 — Foot Traffic Attribution
Connects DOOH exposure to physical location visits. Device IDs observed near your screens during the campaign window are tracked for subsequent visits to your target location and compared to a matched control group. If the exposed group visits at a higher rate than control, lift is attributed to DOOH.
Standard measurement partners: Foursquare, Placer.ai, Arrivalist.
Most useful for retail, QSR, automotive, healthcare.
Tier 3 — Brand Lift Studies
Measures whether the campaign shifted aided recall, brand awareness, or purchase intent. Methodology: survey exposed audiences and a matched unexposed control group. Compare brand recall, message recall, favorability, and consideration.
Requires minimum 4-week flight and typically 500K+ impressions for statistical significance. Partners: Kantar, Lucid, Dynata.
Tier 4 — Search Spike Analysis
Measures whether DOOH exposure drives branded search queries in the exposed market. Compare branded search volume in markets where DOOH is running vs. control markets where it isn't.
Pull from Google Search Console filtered by geography. Set a 4-week pre-campaign baseline before launch. Pull data weekly throughout the flight. Check for lagged effects 2 weeks post-campaign.
Tier 5 — Cross-Channel Halo
Documents lift in other channel performance when DOOH runs simultaneously. Compare CTR, conversion rate, and CPC on paid search and social in markets where DOOH is running vs. markets where it isn't.
DPAA research shows 15–30% average digital performance lift in markets with concurrent DOOH.