Cutting-edge effectiveness measurement, delivering the proof billboards have been waiting for

For years, Outdoor advertising has faced an unfair question. Not whether it works - most advertisers know it does. The challenge has been proving exactly how it works.

While digital channels have been able to point to clicks, conversions and attribution models, Outdoor advertising has often relied on metrics like reach and impressions. Valuable measures, certainly, but not always enough for marketers facing increasing pressure to demonstrate business impact.

That’s why we’ve built Outcomes from Global:IQ.

It’s a ground-breaking new measurement tool that allows advertisers to see, with unprecedented clarity, how their Outdoor advertising drives real-world business results across the entire customer journey.

For the first time, advertisers can understand how Outdoor advertising influences everything from brand awareness and consideration through to online exploration, customer engagement and ultimately purchase behaviour.

The process is remarkably powerful.

The result is a level of accountability and transparency that Outdoor advertising has never previously been able to offer at scale.

And the evidence is already compelling.

Following extensive testing across 45 brands and more than 130,000 measurement models, every pilot advertiser generated at least one robust model. More than 90% achieved significant results across the full purchase funnel, proving that Outdoor’s influence extends far beyond awareness alone.

What makes the findings even more exciting is what they reveal about the role of Outdoor within the wider marketing mix.

Across the dataset, Outdoor consistently drove meaningful uplift across brand perception, brand exploration and purchase behaviour. In fact, despite accounting for a relatively modest share of media budgets, Outdoor delivered a disproportionately strong contribution to overall campaign performance.

The impact of billboards was particularly striking.

Advertisers saw stronger brand-building effects, increased audience engagement and significantly higher purchase influence compared with periods when billboards were absent.

For an industry that has spent years searching for more robust attribution and accountability, this changes the conversation entirely.

Outdoor no longer needs to be judged solely on reach or visibility.

Now it can be measured on outcomes.

Combined with audience-first planning tools like AAA:Billboards, Outcomes gives advertisers something truly powerful: the ability to plan smarter, measure better, and understand the real business impact of every campaign.

If you’d like to discover how Outcomes from Global:IQ can shine a light on the effectiveness of your advertising, get in touch with the team today.