For many years, Out-of-Home (OOH) advertising was regarded as a high-visibility medium with limited measurability. Today, that perception has changed dramatically.
Advances in technology now make it possible to accurately measure campaign performance using real mobility, traffic, and geospatial data. Most importantly, these measurements are not generated by the media owner but by independent data and technology providers.
With a leading presence in the out-of-home advertising industry and more than 23,200 sq. m. of advertising assets across the largest cities in Greece, Cyprus, and Romania, Politis Group invested in the development of the Location Intelligence Study (LIS), a comprehensive framework for measuring and evaluating the performance of its advertising network.
Politis Group does not collect or process the study’s data. Its role is limited to documenting and mapping its advertising network. The analysis is conducted by specialized, independent partners:
- Vodafone Analytics analyzes anonymized and aggregated mobility data from mobile devices.
- TomTom provides traffic flow and vehicle movement data, combined with information on major road networks.
- CARTO serves as the geospatial analytics platform that integrates all of the above datasets and generates the final performance metrics.
This methodology produces key indicators such as Total Reach, Unique Reach, Frequency, Impressions, Vehicle Impact, and audience demographic analysis. In other words, campaign effectiveness is no longer based on estimates, but on real-world mobility and exposure data.
OOH Overperforms Among Younger Audiences
One of the most significant findings of the Location Intelligence Study concerns the audience profile exposed to out-of-home advertising.
The 18–34 and 35–44 age groups are significantly overrepresented compared to the general population.
Specifically, the 18–34 segment records an Affinity Index of 156.3, while the 35–44 segment reaches 143.1.
Given that an Affinity Index of 100 represents a perfect match with the overall population, these findings demonstrate that OOH advertising reaches younger audiences disproportionately more effectively than the population average.
For advertisers, the conclusion is clear: when the objective is to engage younger consumers, out-of-home advertising is one of the most effective communication channels available.
The Power of Repetition
Another key finding is the Frequency of exposure. According to the LIS, the average Frequency reaches 8.6 exposures per person, per advertising location, over a 14-day period. This means that each individual exposed to a campaign encounters its message almost nine times on average. Repeated exposure is a fundamental driver of advertising effectiveness, strengthening brand awareness, improving brand recall, and reinforcing audience engagement with the message.
The new reality is clear: out-of-home advertising is no longer simply a high-visibility medium. It is now a measurable communication channel, supported by independent data, delivering evidence-based performance metrics and demonstrating, through real-world measurement, that it remains one of the most powerful media channels for brands seeking to connect with younger generations.
