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Measuring the Impact of DOOH: An Interview with Reveal Mobile

At Volta, we know the importance of delivering proven measurement solutions to clients for our digital out-of-home (DOOH) media campaigns. That’s why we partner with industry leaders like Reveal Mobile to provide digital metrics like app downloads, in-app interactions, and more.

To learn a bit more about digital metrics in the OOH space, we spoke with Dan Dillon, Reveal Mobile’s Chief Marketing Officer. Dan is responsible for all aspects of Reveal Mobile's marketing strategy, execution and measurement, centered on generating qualified demand, sales pipeline and revenue. He has nearly 20 years of software marketing experience, with expertise in marketing and sales alignment, revenue marketing, positioning and messaging, branding, content marketing and PR.

  1. First, can you share a bit about Reveal Mobile? How would you describe your business, and what sets your measurement capabilities apart from your competitors?

Reveal Mobile is an attribution and measurement software company. Our tools allow marketers to measure offline ad exposure – think out of home here – or offline conversions, such as consumers visiting stores. Brands of all sizes, from Fortune 500 companies to mid-sized ad agencies, use our suite of software. 

Reveal Mobile also has a unique ability to measure the impact of out-of-home (OOH) campaigns on driving foot traffic to retail locations.

No matter how broad or complex an OOH campaign gets, Reveal Mobile provides the authoritative way to measure it. 

  1. Let’s talk about digital out-of-home (DOOH) media in general. In your mind, how does the medium compare to more traditional advertising platforms like TV or digital? What makes it unique?

DOOH is unique in many ways. It supports smart programmatic buys in a medium that has traditionally been bought via siloed vendors. In that way, DOOH is akin to Amazon or Instacart: A single buyer can access and customize vast inventory through a single point of digital access. DOOH also enables measurement in valuable ways. Advertisers can get authoritative attribution reports that show everything from store visits to website checkouts to in-app purchases. All of this can be done at a granular level, sliced by geo, format, creative, offer, outcome – you name it. 

  1. In your mind, what’s the biggest misconception about DOOH media?

If there’s one misconception that overshadows them all, it’s that DOOH measurement is limited. Not true. DOOH media networks use data to quantify impressions, observe exposures, and measure conversions. DOOH doesn’t lag behind its fellow marketing channels in terms of measurability and its impact on consumer behaviors.

  1. What is the state of attribution in the OOH advertising industry? How has it changed in recent years?

OOH has long been measurable, but the metrics available have traditionally been tied to top-of-funnel goals: impressions, reach, halo effect, brand awareness, and more. But OOH is a customer acquisition and activation channel, so it needs to be measured the same way as digital channels. Marketers need to know who saw the campaign and what the exposed audience does or does not do as a result. This is where OOH measurement stands, and it’s especially important for moving the industry forward.

  1. What opportunities for growth do you see when it comes to attribution in OOH?

Brands want their campaigns to be measured in terms of real business impact. They’re not willing to settle for OOH as an awareness channel or as air cover. They want to know how their creative moves people to take actions that matter, whether that’s buying something online, downloading an app, or shopping at a specific store. 

As more and more OOH media companies work with partners like Reveal Mobile to introduce down-funnel metrics, OOH will take its rightful place in the modern brand’s marketing mix because it will be measured the same way brands measure paid social, influencer, or any other digital channel. 

Reveal Mobile has developed a methodology for precisely this type of measurement. You can watch an overview of it below. We’ve also established best practices and guidelines for measuring moving OOH with the Out of Home Advertising Association of America (OAAA). 

  1. What advice would you give to a marketer/media buyer exploring the value of adding DOOH into their next campaign?

DOOH can deliver, so set your expectations high. For the creative, for your goals, and for the outcomes you want to drive and measure. Know what’s possible in digital out of home. And when in doubt, ask.

  1. What’s your favorite electric vehicle on the market right now?

In basketball terms, this might seem like a lay-up, but I’m a huge fan of the Lucid Air. If you want to have some fun, you can design your own.