How to measure OOH advertising: OOH measurement with System1

Insights into out-of-home advertising.
Measure success before going to market.
Creative and commercial confidence.

At System1, we’ve developed Test Your Ad Outdoor, a powerful platform designed to measure the effectiveness of your OOH advertising before it goes live. From traditional billboards to digital out-of-home formats, our tools evaluate emotional engagement, brand recognition, and attention retention in real time, ensuring your OOH assets connect with consumers and drive long-term growth.

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The world’s most predictive ad test
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Reports delivered from 24 hours
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A selection of the brands we've already worked with

OOH attention tracking

Measure OOH advertising attention

Test Your Ad Outdoor uses an attention time curve to visually map how well your OOH advertising holds viewer engagement. By tracking attention in real-time, we can pinpoint moments where focus is lost and highlight key points that capture interest. We also measure brand recognition after just 2 seconds of exposure, offering critical insight into how quickly your message connects.

OOH asset measurement

Create and measure OOH digital assets

System1’s cutting-edge research, presented by Andrew Tindall and Chris Felton at MAD/Fest 2023, revealed powerful insights into effective OOH digital assets. By exploring how brands like Specsavers have applied these findings, we demonstrate how to create high-impact digital posters. Our research helps brands maximize OOH advertising success through better creative choices and smart, data-driven strategies.

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What our clients say

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"System1’s research was invaluable for helping us understand how the ad was working and how we could make improvements as well as giving our organisation and stakeholders the confidence that we are investing our marketing funds effectively."
Susan Coghill Chief Marketing Officer, Tourism Australia

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"With System1’s testing, we take the guesswork out of understanding how customers feel about the ad. Bringing more science and data to the creative process helps us optimise our messaging and supports our brand building efforts"
Peter Markey Chief Marketing Officer, Boots

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"Working with System1 has given us (Aldi and McCann) the confidence to consistently build on and invest in a successful and creatively effective idea"
Jamie Peate Chief Brand & Marketing Aldi

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"We’ve used System1 throughout the development of the advert, not just for the first draft. As a result, we’ve achieved really strong results for our final edit – within the top 0.7% of all adverts tested and an amazing 5-Star result"
Helen Jeremiah VP Marketing Director, Walgreens Boots Alliance

OOH metrics

How does Test Your Ad Outdoor measure OOH advertising?

Scope and speed to suit your need

The right OOH measurement for you

We don’t do off-the-shelf solutions. Wondering how to measure OOH advertising most effectively? Pick the right option to suit your needs.

Competitor OOH ad insights

Measure competitor OOH advertising

Explore a daily updated picture of your category, ranking every new ad that airs. Compare your and your competitors’ ads and see predictions of their potential long-term impact on growth.

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OOH data: the key to commercial success

Measure OOH ads with actionable data

OOH measurement tools provide real-time data and analytics to help you optimize your out-of-home campaigns. Our data analysis suite offers deep insights into consumer behavior, ensuring your creative assets drive both short-term sales and long-term brand growth. Make informed decisions and maximize the effectiveness of your OOH advertising.

POWERFUL REPORTS

OOH advertising insights
Predictive Analytics

OOH brand recognition

Measure brand recall and perception

System1’s OOH measurement tools help brands assess brand recognition and recall by analyzing how quickly audiences connect your out-of-home assets with your brand. By evaluating brand perception and brand health, we provide actionable insights on how well your creative resonates with consumers, helping you build stronger connections and long-term brand growth.

OOH emotion tracking

Measure OOH emotional response

Effective OOH advertising taps into powerful emotions, engaging the brain’s right hemisphere for lasting impact. At System1, our emotion-tracking tools measure how your creative content triggers emotional responses, leading to stronger connections with your audience. By understanding these emotional cues, brands can enhance brand perception and foster deeper consumer relationships, driving both short-term and long-term success.

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FAQs: How to measure OOH advertising

What is OOH advertising?

Out-of-home (OOH) advertising refers to any advertisement displayed in public spaces, such as billboards, posters, transit ads, and digital screens. These ads target consumers as they move through their day, delivering messages in high-traffic areas to create widespread visibility and brand awareness.

Why is it important to measure OOH advertising?

Measuring OOH advertising ensures that your campaigns effectively capture attention and drive brand recognition. By analyzing key metrics, such as emotional impact, attention tracking, and brand recall, you can fine-tune your creative content to maximize results and ensure long-term brand growth.

Who uses System1’s Test Your Ad Outdoor?

System1’s Test Your Ad Outdoor is used by advertisers and marketers across industries seeking to optimize their out-of-home assets. From global brands to local businesses, clients use it to measure how well their digital OOH content connects with audiences and drives brand recognition.

Where can I find more information about measuring out-of-home advertising?

For more insights on measuring OOH effectiveness, check out our Outdoor Ad of the Month feature. We highlight top-performing OOH ads, sharing valuable lessons on what works and how you can apply similar strategies to your own campaigns.

How can I measure OOH advertising effectiveness?

You can measure OOH advertising effectiveness using a variety of metrics such as brand recognition, attention tracking, emotional response, and real-time data. Platforms like System1’s Test Your Ad Outdoor provide detailed analytics and insights to help advertisers gauge how well their OOH assets perform.

What are the key metrics in OOH measurement?

Key metrics for OOH measurement include brand recall, attention retention, emotional engagement, and real-time data analysis. By measuring these, you can understand how your OOH ads connect with your target audience and whether they prompt the desired actions and perceptions.

What is digital out-of-home (DOOH) advertising?

Digital out-of-home (DOOH) advertising uses dynamic digital screens, such as those found in airports, shopping malls, or outdoor urban spaces. System1’s Test Your Ad Outdoor helps you assess the performance of your digital OOH assets, allowing for precise measurement of their impact on brand recognition.

Why is attention tracking important in OOH advertising?

Attention tracking helps identify how long people engage with your OOH ads and at what points their focus may wane. Tools like System1’s Test Your Ad Outdoor use an attention time curve to measure how well your OOH assets retain viewer interest, offering vital insights for optimizing creative effectiveness.

How does OOH advertising improve brand recognition?

OOH advertising improves brand recognition by consistently placing your brand message in highly visible locations, where it can reach broad audiences. By using OOH measurement tools like System1’s platform, you can measure how effectively your ads enhance brand recall and contribute to long-term brand growth.

Can OOH advertising drive sales and long-term brand growth?

Yes, when measured and optimized effectively, OOH advertising can drive both immediate sales and long-term brand growth. System1’s Test Your Ad Outdoor platform provides the data and insights needed to refine OOH campaigns, ensuring they contribute to both short-term ROI and lasting brand health.

What role does emotion play in out-of-home advertising?

Emotion is crucial in OOH advertising because it helps create strong connections with your audience. Emotional ads are more likely to be remembered and can trigger positive brand perception. With System1’s tools, you can measure the emotional impact of your OOH ads, ensuring they resonate effectively with your target audience.

How to measure OOH advertising: OOH measurement with System1

Insights into out-of-home advertising.
Measure success before going to market.
Creative and commercial confidence.

Predictive
The world’s most predictive ad test

Speed
Reports delivered from 24 hours

Ease
Simple self-serve platform

A selection of the brands we've already worked with

Measure OOH advertising attention

Create and measure OOH digital assets

How does Test Your Ad Outdoor measure OOH advertising?

Fame x Fluency

Fame x Feeling

Emotional Response

The right OOH measurement for you

Measure competitor OOH advertising

Measure OOH ads with actionable data

OOH advertising insights
Predictive Analytics

Measure brand recall and perception

Measure OOH emotional response

Pricing

Request a demo
of the Test Your Ad Outdoor platform

Featured Products

Fame Feeling & Fluency
drive profitable growth

5-Star Innovation is
80% familiar, 20% new

What is OOH advertising?

Why is it important to measure OOH advertising?

Who uses System1’s Test Your Ad Outdoor?

Where can I find more information about measuring out-of-home advertising?

How can I measure OOH advertising effectiveness?

What are the key metrics in OOH measurement?

What is digital out-of-home (DOOH) advertising?

Why is attention tracking important in OOH advertising?

How does OOH advertising improve brand recognition?

Can OOH advertising drive sales and long-term brand growth?

What role does emotion play in out-of-home advertising?

Learn about Test Your Ad

How to measure OOH advertising: OOH measurement with System1

Insights into out-of-home advertising. Measure success before going to market. Creative and commercial confidence.

Predictive The world’s most predictive ad test

Speed Reports delivered from 24 hours

Ease Simple self-serve platform

A selection of the brands we've already worked with

Measure OOH advertising attention

Create and measure OOH digital assets

How does Test Your Ad Outdoor measure OOH advertising?

Fame x Fluency

Fame x Feeling

Emotional Response

The right OOH measurement for you

Measure competitor OOH advertising

Measure OOH ads with actionable data

OOH advertising insights Predictive Analytics

Measure brand recall and perception

Measure OOH emotional response

Pricing

Request a demo of the Test Your Ad Outdoor platform

Featured Products

Fame Feeling & Fluency drive profitable growth

5-Star Innovation is 80% familiar, 20% new

What is OOH advertising?

Why is it important to measure OOH advertising?

Who uses System1’s Test Your Ad Outdoor?

Where can I find more information about measuring out-of-home advertising?

How can I measure OOH advertising effectiveness?

What are the key metrics in OOH measurement?

What is digital out-of-home (DOOH) advertising?

Why is attention tracking important in OOH advertising?

How does OOH advertising improve brand recognition?

Can OOH advertising drive sales and long-term brand growth?

What role does emotion play in out-of-home advertising?

Learn about Test Your Ad

Insights into out-of-home advertising.
Measure success before going to market.
Creative and commercial confidence.

Predictive
The world’s most predictive ad test

Speed
Reports delivered from 24 hours

Ease
Simple self-serve platform

OOH advertising insights
Predictive Analytics

Request a demo
of the Test Your Ad Outdoor platform

Fame Feeling & Fluency
drive profitable growth

5-Star Innovation is
80% familiar, 20% new