In today’s media landscape, accountability is everything. Advertisers want proof that every dollar spent drives results, and digital out-of-home (DOOH) is no exception. Historically, OOH was viewed as “hard to measure,” but that reputation is fading quickly. Data-rich methodologies and advanced attribution are proving DOOH to be one of the most measurable and outcome-driven channels available.
This shift is underscored by a major development: Screenverse has selected ABCS Insights as its preferred partner for DOOH measurement. By combining ABCS Insights’ full-funnel measurement framework—the most comprehensive in the industry—with Screenverse’s industry-leading inventory of 100,000 digital screens across 210 markets, advertisers gain a partnership that redefines how DOOH campaigns are evaluated and optimized.
ABCS Insights at the Center of Measurable DOOH
ABCS Insights has consistently challenged the outdated perception that OOH is “hard to measure.” Our recent whitepaper, Out-of-Home (OOH) Advertising Quantified: Turning Visibility Into Verifiable Outcomes explains:
While OOH advertising has long been seen as hard to measure, new data and technology are changing that. Advancements in data, technology, and measurement methodologies are rapidly transforming what ‘hard-to-measure’ really means.
To download the whitepaper, visit the Resources section of our website via this link:
The Screenverse partnership validates this approach. By leveraging ABCS’s privacy-safe location dataset representing more than 70 million individuals, combined with a 23 million-household receipt panel and 20 million-member U.S. survey panel, advertisers can track the direct impact of Screenverse’s DOOH placements on awareness, consideration, and sales with statistical rigor.
A Layered Approach to Outcome-Based Measurement
Unlike single-source measurement providers, ABCS Insights delivers a multi-layered methodology that enables actionable insights at every stage of the funnel:
- Upper funnel: Survey-based brand lift and intent metrics.
- Mid-funnel: Foot traffic attribution using geolocation data and mobile IDs.
- Lower funnel: Verified retail transactions through receipt and point-of-sale data.
This layered design ensures scale, precision, and comparability across channels. As our report notes:
ABCS delivers end-to-end measurement across the entire marketing funnel, eliminating the need to piece together insights from multiple sources. This consistent lift-based framework allows teams to make apples-to-apples comparisons across all channels.
For advertisers running DOOH through Screenverse, this means campaigns can be evaluated with the same rigor as digital, retail media, or TV—unlocking greater accountability and optimization.
From Myth to Measurable
The Screenverse–ABCS partnership also helps dispel the persistent myths surrounding OOH. As our research shows:
OOH has long been underestimated, often dismissed as old-school, unmeasurable, or only effective for big-budget brand awareness, but that view is outdated. The reality is that OOH has evolved fast and quietly. It’s now a far more dynamic, data-driven, and measurable channel than ever before.
Screenverse’s technology-driven network, combined with ABCS’s robust measurement system, ensures advertisers are not only reaching broad audiences but also verifying the impact of each exposure. This is OOH measurement built for today’s performance-driven marketer.
Proving Business Outcomes and Incremental ROAS
Advertisers working with ABCS Insights gain access to the industry’s largest single-source database of retailer-specific, item-level sales data across North America. That means sales lift, household penetration, purchase occasions, incremental ROAS, and total ROAS can all be measured with clarity.
Our normative database underscores the power of this approach:
According to the ABCS Insights normative database, the median incremental ROAS (iROAS) for OOH campaigns is $2.61, and $2.00 for DOOH. When OOH is added to digital campaigns, iROAS jumps by 80%—demonstrating the channel’s powerful synergy with digital.
These outcomes illustrate why Screenverse chose ABCS as its partner: our ability to not only measure but also prove and optimize real-world business impact.
Redefining the Future of DOOH
The Screenverse partnership is more than an announcement—it’s evidence of how ABCS Insights is setting a new standard for OOH accountability. As our whitepaper concludes:
The story of Out-of-Home advertising has changed. What was once dismissed as ‘untrackable’ has now emerged as one of the most strategic, measurable, and future-ready components of a modern media plan.
By pairing Screenverse’s expansive DOOH reach with ABCS Insights’ outcome-based measurement, advertisers gain the tools to make OOH as measurable, accountable, and outcome-driven as any other digital channel.
This is not just about visibility—it’s about verifiable outcomes. And ABCS Insights is leading the way.