OOH audience analytics
Verified impression counts, reach and frequency, and campaign performance data for billboard and Digital Out-of-Home (DOOH) advertising.
OOH has never had 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.
Estimated traffic counts can't answer the questions digital buyers ask by default
A media kit built on government AADT tells an advertiser how many vehicles pass a location, but not how many unique vehicles were actually exposed, how many returned, or how the numbers break down by time of day. Digital buyers expect verified impressions and frequency data. Without comparable measurement, OOH operators negotiate from a weaker position
Proof-of-performance reporting is one of the weakest parts of the OOH sales cycle
After a campaign, most 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 & audience volume
Know exactly how many unique devices passed your billboard: a continuous verified count, not an estimate.
- Unique device 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 viewer tracking
Separate first-time viewers from returning ones and prove your campaign built real reach over time.
- Re-identifies returning devices via Bluetooth and Wi-Fi across visits
- New vs. recurring audience split for any campaign period
- Exposure frequency per unique device
- Reach & frequency reporting in the metrics digital buyers already use
Trip patterns & origin-destination
Show advertisers where their audience came from and where they went after exposure.
- Audience origin and destination zones after billboard exposure
- Multi-sign coverage, tracking devices exposed to 2 or more billboards on a single trip
- Commuter, visitor, and local audience segmentation
- 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
- Unique vs. returning vehicle split per location, showing which sites build frequency with the same audience and which deliver fresh reach
- Repeat exposure tracking for vehicles that pass the same location regularly, giving advertisers a view of how often the same vehicle is exposed to the ad
- Audience overlap analysis across locations, identifying how many vehicles were exposed to more than one sign on the same trip
Our approach
Anonymous by design
TrafficXHub sensors detect hashed Bluetooth and Wi-Fi signals. No name, phone number, or demographic information is collected. Compliant with PIPEDA and applicable US state privacy frameworks. No images, no opt-in, no consumer profile matching.
Broader audience representation
App-based location data depends on a specific app being installed with permissions enabled, typically 15–25% of the population. SMATS detects any device with Bluetooth or Wi-Fi enabled, typically 70–85% of passing devices, giving a far more representative measurement of the actual audience.
Low-risk entry point
A typical pilot deployment covers 3–5 sensor locations for 90 days, enough to test the methodology, produce a proof-of-performance report for one advertiser, and evaluate API or dashboard integration before any larger commitment.
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