Reach, post engagement, clicks, likes, shares, follows, listeners, watchers… every advertising medium has a way to measure the success of a campaign. The Out of Home industry may not offer some of the in-depth analytics that online advertising can offer, but Out of Home can offer plays and impressions.
Don’t send advertisers their campaign analytics 28 days after that the campaign has been running. Send them weekly analytics. Give them a platform with real-time statistics that they can easily access whenever they’d like. Out of Home will never be comparable to online advertising, but if the industry can offer similar experiences to what advertisers are used to getting from other advertising spends, they can better compete.