OOH Measurement & Attribution
Prove what your out-of-home and DOOH campaigns actually delivered — by audience, exposure and real-world outcome.
What is OOH measurement?
OOH measurement is the practice of quantifying who saw an out-of-home (OOH) or digital out-of-home (DOOH) advertisement and what they did next. Where traditional OOH reporting stopped at impressions or estimated reach, modern measurement connects each placement to verified audiences, exposure and downstream outcomes like store visits and purchases.
Lumos brings digital-grade accountability to OOH. By unifying first-party and behavioural data with your transit and OOH network, Lumos shows not just where your media ran, but who it reached, how well it indexed against your target audience, and the real-world response it drove. This is OOH attribution that connects audience targeting decisions to measurable outcomes.
How Lumos measures out-of-home campaigns
- Audience verification: understand the real composition of audiences exposed to each placement, indexed across thousands of attributes — spend, intent, interests and behaviours.
- Footfall attribution: connect exposure to visits to retail stores and locations, so you can attribute foot traffic lift to specific sites and formats.
- Real-time campaign tracking: monitor delivery and audience reach as campaigns run, rather than waiting for a post-campaign report.
- Standards-aligned: measurement that complements industry currencies such as MOVE, giving buyers and media owners a shared, defensible view of performance.
Why it matters
Out-of-home has historically been hard to measure alongside digital channels, which left it undervalued in media plans. Closing that gap lets advertisers compare OOH against the rest of the funnel, optimise toward the audiences and locations that perform, and justify investment with evidence rather than estimates.