The out-of-home (OOH) advertising industry has seen rapid growth in recent years, not only in terms of creativity and innovation but also in how we measure the effectiveness of ads. In the past, measuring the impact of OOH ads often relied on speculative methods or rough estimates based on traffic data and the estimated number of people who viewed the ad. However, with advancements in technology and the adoption of new tools, we can now measure the impact of OOH ads in a much more precise and data-driven way.

Here are some of the new tools and technologies that are influencing how we measure the impact of OOH advertising in 2025.

1. Real-Time Data Analysis and Big Data

One of the biggest developments in measuring OOH ad impact is the use of big data and real-time analytics. By leveraging data from mobile devices, GPS, and location-based apps, advertisers can gain deeper insights into consumer behavior around their OOH ads. This data enables advertisers to measure how well an ad reaches a relevant audience and how that audience interacts with the ad.

Fact: According to a report by PwC, over 50% of global advertisers are now using real-time data to measure the performance of their OOH campaigns, with higher accuracy in determining ROI (return on investment).

2. Facial Recognition and Emotion Analytics Technology

Facial recognition technology, now equipped with emotion analytics, is becoming increasingly popular in OOH ads. By using smart cameras mounted on digital billboards, this technology can analyze the age, gender, and even facial expressions of people viewing the ads. This allows advertisers to assess the emotional reaction of the audience to the ad and gain insights into how different audience segments perceive the message.

Fact: A study by VGI Global Media found that OOH ads using facial recognition technology can increase campaign effectiveness by up to 30% by providing better insights into the audience exposed to the ad.

3. Engagement Measurement via QR Codes and NFC

QR codes and Near Field Communication (NFC) are increasingly used in OOH advertising to measure direct engagement. When audiences scan a QR code or interact with an ad via NFC-enabled devices, advertisers can track consumer actions such as visiting a website or following a social media account. This allows advertisers to see how many people actually take action after viewing their ad.

Fact: A report from Statista showed that the use of QR codes in OOH campaigns in Indonesia increased by over 50% in 2024, with significant conversion rates for advertisers integrating this technology.

4. Programmatic OOH and Automated Performance Measurement

Programmatic advertising, or automated ad buying, is making its way into the OOH space. With this technology, advertisers can purchase ad space in real-time based on audience location and behavior. This makes it easier for advertisers to tailor their messages to the right audience at the right time, as well as measure the effectiveness of their ads more accurately.

Fact: OAAA (Out of Home Advertising Association of America) reported that 30% of OOH ads in the United States were purchased programmatically by 2024, with more transparent and efficient performance measurement.

5. Sensors and the Internet of Things (IoT)

Advanced sensors connected to the Internet of Things (IoT) are increasingly used to track how many people pass by OOH ads and how long they view them. For example, digital screens at bus stops or train stations may be equipped with motion sensors that count how many people view the ad and how long they engage with the content. This provides more accurate data on audience reach and exposure duration.

Fact: According to Geopath, measurements using IoT sensors increase the accuracy of audience exposure estimates by up to 40% compared to traditional methods.

6. Integration with Social Media and Digital Footprints

One emerging trend is the ability to measure the impact of OOH ads through their integration with social media platforms. For instance, advertisers can track how many people photograph or post about their ads on social media. These interactions create a digital footprint that can be analyzed to assess how well the OOH ad has sparked conversation or online engagement.

Fact: OAAA revealed that 70% of OOH advertisers now include a call-to-action in their ads encouraging audiences to share content directly on social media, enhancing visibility and impact.

Conclusion

Measuring the impact of OOH ads in 2025 is no longer about estimating how many people see a billboard. With advancements in technology such as real-time data analysis, facial recognition, QR codes, and programmatic advertising, advertisers can now measure the impact of their ads with much more precision and relevance. These new tools and technologies not only help advertisers understand the effectiveness of their campaigns but also provide deeper insights into the audience and how they engage with the ads.