How do you attribute a sale when a consumer sees a billboard, ignores an Instagram ad, but then googles your brand and buys three days later? This is the multi-touch attribution puzzle, and DOOH is often the most underrated piece of the solution.
The Branding Multiplier
Studies consistently show that OOH exposure makes digital channels work harder. A user who has seen your billboard on their commute is 2x more likely to click on your search ad later that day. We call this the 'Branding Multiplier.' To measure DOOH properly, you must look at its impact on your overall funnel, not just direct clicks.
Advanced Fractional Attribution
In 2026, we're moving toward fractional attribution models that assign value to every touchpoint. By analyzing visit lift data and syncing it with online purchase logs, we can finally give DOOH the credit it deserves for starting the consumer journey.