Out of Home Advertising can now be evaluated using specific media metrics rather than relying solely on estimates of a location’s visibility. Modern OOH measurement uses mobility, traffic and geospatial data to assess audience exposure to advertising campaigns.

At Politis, OOH campaign performance is measured through the Location Intelligence Study (LIS), a system created to make Out of Home Advertising measurable through real data. Politis continues to invest in and develop the LIS methodology and technology.

What is LIS?

The Location Intelligence Study (LIS) is a system for measuring and evaluating OOH campaign performance, combining location, mobility, traffic and geospatial data.

The key distinction is that the data is not generated by the media owner. Politis records and maps the locations within its network, while the data and its analysis are provided through independent partners and technology platforms.

  • Vodafone Analytics: provides anonymized and aggregated mobility and visitation data.
  • TomTom: provides traffic and vehicle movement data across road networks.
  • CARTO: operates as the geospatial analytics platform, combining and processing the data to produce the final measurement results.

This approach ensures that the measurement is not based on data collected or processed by the media owner itself, helping to minimize the risk of bias.

What Can an OOH Campaign Measure?

LIS can evaluate different dimensions of audience exposure to an OOH campaign, including:

  • Total Reach: the total number of visits recorded across the campaign locations.
  • Unique Reach: an estimate of the unique audience exposed to the campaign.
  • Frequency: the average number of visits per unique visitor and location.
  • Impressions: an estimate of the total number of exposures to the campaign.
  • Vehicles Impacted: the number of vehicle passages recorded across the advertising locations.
  • Week Analysis & Dayparts: analysis of exposure by day and time period.
  • Demographics: demographic characteristics and audience profile.

This measurement allows advertisers and media planners to understand not only where an advertising location is, but also how many people it can reach, how frequently and with what audience characteristics.

Why Is OOH Measurement Important?

The ability to measure OOH has changed the way Out of Home Advertising is evaluated in Greece.

For the first time, the market can gain a clearer understanding of the scale of audience exposure generated by OOH networks through metrics such as reach, impressions and frequency.

These metrics help advertisers and media planners to:

  • compare different OOH formats and networks,
  • evaluate campaign reach and frequency,
  • calculate cost per thousand impressions (CPM),
  • compare OOH with other media channels,
  • plan the media mix more effectively,
  • better evaluate the efficiency of their investment (ROI).

As a result, Out of Home Advertising has evolved from a medium evaluated primarily through visibility into a measurable and accountable media channel.

Read also: The Power of Repetition in OOH