There are several ways to attribute the return on investment (ROI) of out of home (OOH) marketing. One approach is to track the performance of OOH campaigns using metrics such as impressions, reach, and conversions. By comparing the cost of the campaign to the number of impressions, reach, and conversions it generates, businesses can calculate the ROI of their OOH marketing efforts.

Another way to attribute OOH marketing ROI is to use attribution modeling. Attribution modeling involves assigning a value to each touchpoint in the customer journey, from initial awareness to purchase. This allows businesses to see which marketing channels and tactics are most effective at driving conversions and to allocate their marketing budget accordingly.

For example, if a business is running an OOH campaign and an email marketing campaign, attribution modeling can help the business to see which one is driving more sales. This information can be used to make more informed decisions about where to allocate the marketing budget.

In addition to these approaches, businesses can also use platforms such as LUMOS, a data-driven MarTech platform, to track and analyze the performance of their OOH marketing campaigns. LUMOS can provide insights into the demographics and behaviors of people who are exposed to OOH ads, as well as the impact of these ads on online activity. This can help businesses to optimize their OOH marketing efforts and improve the ROI of their campaigns.