News & Insight

Impressions ≠ Impacts

In today’s digital advertising landscape, the concept of impressions often takes center stage, touted as a key indicator of campaign success. However, it’s imperative to recognize that impressions alone fail to capture the true impact of advertising efforts. Impressions merely tally the number of times an ad is fetched and potentially displayed, disregarding whether it truly resonates with or influences the audience. Even within digital advertising, metrics like viewable impressions, while attempting to refine measurement, still fall short in assessing genuine engagement. Moreover, comparing digital impressions to the quantification of Out-of-Home (OOH) ad placements overlooks the fundamental difference: OOH ads possess the unique ability to reach multiple individuals simultaneously, inherently amplifying their potential impact.

outdoor advertising statistics on how impressions over estimate audience by up to 91%
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Unlike the digital realm’s one-to-one interactions, OOH impressions operate on a broader scale, offering unparalleled reach and visibility. While digital impressions may overestimate campaign effectiveness by significant margins, OOH impacts remain a steadfast measure of real-world engagement. Research underscores the distinct advantage of OOH, revealing its ability to generate multiple impacts and lasting impressions. By embracing metrics that capture visibility-adjusted impacts, advertisers can unlock the full potential of OOH advertising, gaining deeper insights into audience engagement and forging stronger connections. Thus, while digital impressions serve as a foundational metric, embracing the power of OOH impacts heralds a new era of advertising effectiveness, where genuine audience connections reign supreme.

OOh advertising statistics on how the funnel is different for out-of-home when compared to online

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