Better measurement is powering OOH’s next big chapter of growth

At DPAA 2025, AdQuick’s director of Analytics Ty Tinker MS, BA shared how better measurement is leading brands to invest more confidently and substantially in OOH. The data is clear. Across thousands of campaigns, advertisers that committed to measurement saw their media investment increase by almost 1.8x year over year. That means measurement is more than telling brands what worked after the fact, it’s unlocking new budgets today.

Ty’s talk highlights a few important lessons from AdQuick’s data:

• OOH is outperforming expectations. Independent analysis showed that for every dollar invested, one campaign saw a $2.49 return.

• Measurement adoption is rising fast. Measurement adoption is growing rapidly as more advertisers recognize its value and integrate it into their Out-of-Home campaigns, moving from experimentation to strategic execution.

• Full-funnel analytics builds confidence. From brand lift studies and web attribution to machine learning-based causal inference, the best campaigns align measurement directly with business objectives.

As Ty put it, the real strategy starts before a single billboard goes up. You define what you’re trying to learn and from there the data does the work.

Watch Ty Tinker’s full DPAA 2025 session here or below to see how data, transparency, and consistency are driving a new level of investment, and visit our site to learn more.