{"id":149186,"date":"2026-09-15T14:31:20","date_gmt":"2026-09-15T12:31:20","guid":{"rendered":"https:\/\/mint-square.com\/?p=149186"},"modified":"2026-09-15T14:35:39","modified_gmt":"2026-09-15T12:35:39","slug":"which-kpis-matter-for-dooh","status":"publish","type":"post","link":"https:\/\/mint-square.com\/en\/2026\/09\/15\/which-kpis-matter-for-dooh\/","title":{"rendered":"Which KPIs Matter for DOOH?"},"content":{"rendered":"

[vc_row row_height_percent=”50″ override_padding=”yes” h_padding=”2″ top_padding=”7″ bottom_padding=”7″ back_image=”149191″ back_position=”center bottom” parallax=”yes” kburns=”magnetic” overlay_color=”color-black” overlay_alpha=”65″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ content_parallax=”0″ uncode_shortcode_id=”996396″ overlay_color_type=”uncode-palette”][vc_column column_width_percent=”100″ position_horizontal=”left” position_vertical=”middle” gutter_size=”2″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/1″ uncode_shortcode_id=”170731″][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”fontsize-160000″ text_weight=”500″ text_transform=”uppercase” text_space=”fontspace-135905″ uncode_shortcode_id=”270122″ text_color_type=”uncode-palette”]MINT SQUARE ARTICLE<\/p>\n

[\/vc_custom_heading][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”fontsize-338686″ text_weight=”500″ uncode_shortcode_id=”168361″ text_color_type=”uncode-palette”]Which KPIs Matter for DOOH?[\/vc_custom_heading][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”h3″ text_weight=”400″ uncode_shortcode_id=”133742″ text_color_type=”uncode-palette”]Not every campaign should be measured the same way.[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_empty_space empty_h=”0″][vc_column_text uncode_shortcode_id=”155781″]<\/p>\n

Which KPIs Matter for DOOH?<\/h1>\n

The most common measurement mistake in DOOH isn’t picking the wrong number, it’s picking a KPI before the objective is actually clear, or defaulting to impressions because that’s the easiest figure to pull. The fix is simpler than it sounds. Every DOOH campaign has one of a handful of common objectives, and each objective has a KPI that actually proves whether it worked, plus a small set of supporting KPIs that add context.<\/p>\n

Start with the objective, not the metric<\/strong><\/h3>\n

A primary KPI is the one number a campaign is judged against, agreed with the client before launch. Supporting KPIs don’t replace it, they add context that explains why the primary number moved the way it did. Reporting five metrics without naming which one is primary is how campaigns end up defended after the fact rather than measured against a clear target from the start.[\/vc_column_text][vc_single_image media=”149188″ caption=”yes” media_width_percent=”100″ uncode_shortcode_id=”143113″][vc_column_text uncode_shortcode_id=”447810″]<\/p>\n

Brand awareness: reach and frequency<\/strong><\/h3>\n

When the objective is building awareness, the primary KPI is reach and frequency, how many people were exposed, and how often. This is where DOOH’s platform reporting is strongest, since ad plays are directly counted and opportunity to see is modelled reliably. Reach and frequency alone can’t say whether awareness actually moved, though, which is what the supporting KPIs are for. Brand lift, a pre and post campaign survey measuring recall, awareness and intent, needs a baseline set before launch and enough scale to be statistically meaningful. Share of voice compares a brand’s presence against competitors over the same period, useful context for whether a reach number is actually competitive or just large in isolation.<\/p>\n

Product launch: reach in launch geography<\/strong><\/h3>\n

A launch has a narrower job than general awareness, dominate attention in the specific cities or regions where the launch is happening, in the window that matters. Reach in launch geography as the primary KPI keeps the campaign honest about whether it actually achieved presence where it counted, rather than being diluted by a broader national reach figure. Attention metrics, sensor based estimates of eyes on screen, and creative variant delivery, confirming each version of a dynamic creative actually served as planned, both support the primary number without replacing it.<\/p>\n

Store visits and footfall: incremental uplift<\/strong><\/h3>\n

For retail, restaurant, and automotive objectives, the primary KPI is incremental store visit uplift, not raw visit counts. Most visits to an established location would have happened without any advertising, so the number that actually matters is the difference between how often an exposed group visited and how often a matched control group did. This requires a measurement partner and a control comparison set up before the campaign launches, since it can’t be added retroactively. Reach in the catchment area and cost per incremental visit are useful supporting numbers, particularly for comparing efficiency across different venue types within the same campaign.[\/vc_column_text][vc_single_image media=”149021″ caption=”yes” media_width_percent=”80″ uncode_shortcode_id=”186853″][vc_column_text uncode_shortcode_id=”230363″]<\/p>\n

Consideration: website traffic uplift<\/strong><\/h3>\n

Once DOOH is supporting a consideration objective, the primary KPI shifts toward what happens after the physical exposure, typically website traffic uplift, measured by comparing traffic from areas or times aligned with the campaign against a baseline. Search lift, an increase in branded search volume following exposure, and video completion rate where DOOH is paired with a video asset, both support this by showing the exposure translated into active interest rather than passive awareness.<\/p>\n

Conversion: online conversion or bookings<\/strong><\/h3>\n

DOOH can support conversion objectives, but the primary KPI here, online conversion or bookings, needs to be read carefully. DOOH exposure is rarely a simple last click path to a sale, someone sees a screen, then converts through an entirely different channel days later, so attribution has to connect the two rather than assume a direct line. Attributed sales lift as a supporting KPI, ideally validated through a geo matched or incrementality test rather than simple correlation, keeps the primary number honest about what DOOH actually contributed versus what would have converted anyway.<\/p>\n

Primary versus supporting KPIs, why the split matters<\/strong><\/h3>\n

The distinction isn’t bureaucratic. A primary KPI is what the campaign is judged against, agreed with the client before a single impression serves. Supporting KPIs exist to explain the primary number, not to give the campaign a second chance to look successful if the primary one disappoints. When every metric gets equal billing in a report, reporting quietly drifts toward whichever number looks best after the fact, which is exactly the credibility problem a clear primary KPI is meant to prevent.<\/p>\n

Set the KPI before the brief is finished, not after<\/strong><\/h3>\n

Every KPI on this page has to be agreed before launch to actually be usable. Brand lift needs a pre campaign baseline. Store visit measurement needs POI polygons and a connected feed before the first impression serves. Attribution needs a methodology decided before the flight, not reverse engineered from whatever data happens to be available afterward. Treat KPI selection as part of campaign planning, not campaign reporting.<\/p>\n

Key takeaways<\/strong><\/h3>\n

Choose one primary KPI per objective, agreed with the client before launch, and use supporting KPIs to add context rather than to hedge against the primary one disappointing. Brand awareness runs on reach and frequency plus brand lift. Store visits run on incremental uplift, never raw counts. Consideration and conversion both need attribution set up in advance, since DOOH’s effect usually shows up in another channel’s numbers. Whatever the objective, the KPI has to be picked and agreed before the campaign goes live, not after the first report is due.[\/vc_column_text][vc_empty_space empty_h=”1″][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ override_padding=”yes” h_padding=”2″ top_padding=”2″ bottom_padding=”3″ overlay_alpha=”50″ gutter_size=”4″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ top_divider=”gradient” content_parallax=”0″ uncode_shortcode_id=”794524″][vc_column column_width_percent=”100″ gutter_size=”2″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ css_animation=”alpha-anim” animation_speed=”1000″ width=”1\/1″ uncode_shortcode_id=”876318″][vc_custom_heading uncode_shortcode_id=”898353″]Frequently asked questions: DOOH[\/vc_custom_heading][vc_empty_space empty_h=”1″][vc_accordion typography=”advanced” sign=”plus” gutter_simple=”1″ no_h_padding=”yes” titles_size=”h4″ titles_weight=”500″ uncode_shortcode_id=”816117″ active_tab=”0″][vc_accordion_tab gutter_size=”2″ column_padding=”2″ title=”What’s the difference between a primary and a supporting KPI in DOOH?” tab_id=”1665420124-1-8616668891879051715610238705706b-9cd71788964413654″][vc_column_text uncode_shortcode_id=”166206″]A primary KPI is the single number a campaign is judged against, agreed with the client before launch. Supporting KPIs add context that explains why the primary number moved, they don’t replace it or give the campaign a second way to look successful.[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab gutter_size=”2″ column_padding=”2″ title=”What KPI should I use for a DOOH brand awareness campaign?” tab_id=”1665420124-2-016668891879051715610238705706b-9cd71788964413654″][vc_column_text uncode_shortcode_id=”423228″]Reach and frequency as the primary KPI, supported by brand lift and share of voice. Reach and frequency confirm delivery, brand lift confirms whether awareness actually moved, since delivery alone can’t prove that.[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab gutter_size=”2″ column_padding=”2″ title=”How do you measure DOOH’s impact on footfall?” tab_id=”efe01523-2776-616668891879051715610238705706b-9cd71788964413654″][vc_column_text uncode_shortcode_id=”114641″]Through incremental store visit uplift, comparing visit rates between an exposed group and a matched control group, not raw visit counts. This needs a measurement partner and control group set up before the campaign launches.[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab gutter_size=”2″ column_padding=”2″ title=”Can DOOH support conversion KPIs like online sales?” tab_id=”10314d48-70e0-016668891879051715610238705706b-9cd71788964413654″][vc_column_text uncode_shortcode_id=”192690″]Yes, but attribution needs care, since DOOH exposure is rarely a simple last-click path to a sale. Attributed sales lift works best when validated through a geo-matched or incrementality test rather than simple correlation.[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab gutter_size=”2″ column_padding=”2″ title=”Why shouldn’t impressions be the default DOOH KPI?” tab_id=”6232a039-f9b5-716668891879051715610238705706b-9cd71788964413654″][vc_column_text uncode_shortcode_id=”158485″]Impressions confirm delivery, not outcome. They can’t say whether a campaign built awareness, drove a store visit, or influenced a sale, which is why they should sit alongside an objective-specific KPI rather than stand in for one.[\/vc_column_text][\/vc_accordion_tab][\/vc_accordion][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_row_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”left” position_vertical=”middle” align_horizontal=”align_center” gutter_size=”3″ back_color=”color-petrol-blue” overlay_alpha=”50″ radius=”lg” shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″ uncode_shortcode_id=”146717″ back_color_type=”uncode-palette”][vc_custom_heading text_color=”color-white” uncode_shortcode_id=”865365″ text_color_type=”uncode-palette”]Your free guide to DOOH[\/vc_custom_heading][vc_button button_color=”color-mint-green” radius=”btn-round” border_width=”0″ link=”url:https%3A%2F%2Fmint-square.com%2Fen%2Fplaybook-dooh-landingpage%2F|title:Playbook%20DOOH%20Landingpage|target:_blank” button_color_type=”uncode-palette” uncode_shortcode_id=”131173″]Download our free DOOH guide[\/vc_button][\/vc_column_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”right” align_horizontal=”align_center” gutter_size=”3″ back_color=”color-petrol-blue” overlay_alpha=”50″ radius=”lg” shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″ uncode_shortcode_id=”631082″ back_color_type=”uncode-palette”][vc_custom_heading text_color=”color-white” uncode_shortcode_id=”781568″ text_color_type=”uncode-palette”]New to DOOH? Start here[\/vc_custom_heading][vc_button button_color=”color-mint-green” radius=”btn-round” border_width=”0″ link=”url:https%3A%2F%2Fmint-square.com%2Fen%2Fmint-insight-2%2Fcontact%2F|title:Contact|target:_blank” button_color_type=”uncode-palette” uncode_shortcode_id=”135335″]Talk to our DOOH experts[\/vc_button][\/vc_column_inner][\/vc_row_inner][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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