OOH audience analytics
Verified impression counts, reach and frequency, and campaign performance data for billboard and Digital Out-of-Home (DOOH) advertising.
OOH has historically lacked the audience data digital advertising has always offered.
Billboard media has historically been sold on estimated traffic counts, often years old, with no data on whether vehicles returned. SMATS gives OOH operators verified impression counts and repeat exposure data, measured continuously. Three situations where this changes the advertiser conversation.
The measurement gap between OOH and digital advertising
Traditional OOH measures how many vehicles pass. It does not measure how frequently an audience is reached or how that frequency distributes across time of day. Digital buyers expect verified impressions and frequency data. Without comparable measurement, OOH operators answer audience questions with different metrics than digital buyers use to evaluate campaigns.
Proof-of-performance reporting is one of the weakest parts of the OOH sales cycle
After a campaign, many OOH operators can report a traffic estimate, not a verified reach and frequency number. Continuous measurement gives operators a before/during/after report in the same metrics advertisers use to evaluate every other channel.
Our solutions
Impression counting and audience volume
Know exactly how many vehicles passed your billboard, a continuous verified count, not an estimate.
- Verified vehicle counts per billboard, updated continuously
- Daily, weekly, and monthly impression volume for media kit reporting
- Hourly breakdown for peak exposure windows and daypart pricing
Repeat vs. new exposure
Separate first-time exposures from returning ones and prove your campaign built real reach over time.
- Detects returning devices via Bluetooth and Wi-Fi across visits using anonymized, hashed identifiers, no persistent individual tracking
- New vs. returning audience split for any campaign period
- Exposure frequency per vehicle
- Reach and frequency reporting in the metrics digital buyers already use
Trip patterns and origin-destination
Show advertisers where their audience came from and where they went after exposure.
- Origin and destination analysis across billboard networks
- Multi-sign coverage, measuring vehicles exposed to two or more billboards on a single trip
- Commuter, visitor, and local audience segmentation based on origin zone patterns
- OD matrices for network planning and new location selection
Measuring campaign ROI
Close every campaign with verified numbers in the metrics your advertisers already use.
- Pre- and post-campaign audience comparison against forecast
- Proof-of-performance reports in standard digital media metrics
- Multi-location network reach for portfolio campaigns
- CSV or API data export for integration with ad-tech platforms
Location set comparison
Compare how different billboard locations perform against each other, so planning and pricing decisions are grounded in measured data.
- Side-by-side vehicle count comparison across any set of locations for the same campaign period
- New vs. returning audience split per location, showing which sites build frequency and which deliver fresh reach
- Repeat exposure tracking showing how frequently vehicles at each location are exposed to the same ad
- Audience overlap analysis across locations, identifying how many vehicles were exposed to more than one sign on the same trip
Our approach
Accurate counts by Smartmicro radar
Smartmicro radar captures every passing vehicle in high-speed, multi-lane highway environments regardless of device connectivity, classified across seven vehicle types. Combined with TrafficXHub, it provides a complete and accurate count baseline for highway billboard locations where sensors are deployed.
Verified unique counts and repeat exposure
Within-day hashing distinguishes first-time from returning vehicles, giving OOH operators verified unique counts and exposure frequency. Origin-destination patterns show where audiences came from and where they went after exposure, available where sensors are deployed at multiple locations.
Anonymous by design
TrafficXHub detects any Bluetooth or Wi-Fi enabled device, typically 40–60% of passing vehicles, with no app, opt-in, or consumer profile required. All detections use hashed identifiers. No name, phone number, image, or demographic information is collected at any point.
Audience analytics and flexible export
Campaign reporting, time-of-day breakdowns, and audience segmentation are available directly in iNode. CSV or API exports integrate with ad-tech platforms and media planning tools without manual formatting.
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