Augmented reality (AR) has transformed the landscape of out-of-home (OOH) advertising, making static billboards and transit ads interactive, immersive, and highly engaging. However, while the impact of AR-enhanced campaigns is undeniable, measuring their effectiveness remains a key challenge for marketers. Unlike traditional digital ads that come with built-in analytics, augmented reality OOH advertising requires a more nuanced approach to track ROI.
For marketing professionals seeking data-driven strategies, this guide breaks down the best ways to measure the success of augmented reality OOH advertising campaigns, providing key performance indicators (KPIs), tools, and real-world applications to quantify results.
Why Measuring ROI in Augmented Reality OOH Advertising Matters
The investment in AR-driven OOH advertising can be substantial, making ROI measurement crucial for justifying budgets, optimizing campaigns, and proving impact to stakeholders. Key reasons to measure ROI include:
Budget Allocation: Ensuring AR investments generate measurable returns.
Performance Optimization: Identifying what works and refining future campaigns.
Consumer Engagement Insights: Understanding how audiences interact with AR ads.
Competitive Advantage: Proving the value of AR-driven advertising over static OOH formats.
Key Metrics for Measuring Augmented Reality OOH Advertising ROI
Unlike traditional OOH, which often relies on estimated impressions and foot traffic, AR OOH offers deeper engagement tracking capabilities. Below are the most effective ways to measure its impact.
1. Interaction and Engagement Metrics
Scan Rates: Measures the number of users who activate an AR experience via QR codes, NFC tags, or smartphone apps.
Time Spent in Experience: Tracks how long consumers engage with the AR ad, providing insights into its attention-holding power.
Click-Through Rate (CTR): If the AR ad includes a call-to-action (CTA) leading to a website or e-commerce platform, CTR is a strong conversion indicator.
2. Foot Traffic and Location-Based Metrics
Geo-Tracking & Heatmaps: Using geofencing technology, brands can track movement patterns before and after engagement with an AR ad.
Store Visits Post-Interaction: By integrating AR OOH campaigns with location-based analytics, brands can assess whether interaction leads to foot traffic at retail locations.
Comparative Location Analysis: Evaluating store visits in areas with AR OOH ads vs. areas without them to determine campaign effectiveness.
3. Social Media & Virality Metrics
User-Generated Content (UGC): Consumers sharing AR interactions on social platforms extend campaign reach organically.
Hashtag & Social Engagement Tracking: Brands can assign campaign-specific hashtags and track their social media impact.
AR Filter & Lens Interactions: If the campaign includes an AR filter on platforms like Instagram or Snapchat, engagement data can reveal how widely it was shared.
4. Direct Sales and Lead Generation Metrics
Promo Code Redemptions: Unique discount codes associated with AR OOH ads help link engagement to sales.
Form Fills & Lead Captures: AR experiences that include interactive lead generation (e.g., a virtual store tour that requires email input) can be measured based on submissions.
E-Commerce Tracking: If an AR OOH ad directs users to a product page, track the percentage of clicks-to-conversions.
Best Tools for Measuring AR OOH Advertising Performance
With the right tools, marketers can accurately track and refine their augmented reality OOH advertising strategies. Here are some leading platforms:
1. AR-Specific Analytics Platforms
8th Wall & Zappar: Provide real-time analytics for web-based AR experiences, including interaction rates and engagement time.
BlippAR & Vuforia: Offer AI-driven insights into AR user behavior and session duration.
2. Geofencing & Mobile Analytics
Reveal Mobile & GroundTruth: Track foot traffic and consumer behavior post-engagement with AR OOH ads.
Google My Business Insights: Helps measure store visit data before and after AR campaign launches.
3. QR Code & NFC Tracking Tools
Bitly & UTM Links: Provide in-depth tracking of clicks and scan rates from printed AR activation codes.
Scanova & Flowcode: Measure real-world QR code interactions and link them to digital conversions.
4. Social Listening & Sentiment Analysis
Brandwatch & Sprout Social: Monitor the virality of AR campaigns and how users discuss them online.
Hootsuite Hashtag Analytics: Track campaign-specific hashtags and user-generated content shares.
