DOOH ROI: Measuring Campaign Performance on ECN
In today’s data-driven marketing world, every impression is expected to justify its worth and digital out-of-home (DOOH) is no exception. Advertisers need proof that visibility leads to value. Executive Channel Network’s (ECN) DOOH Office Media Network provides this accountability, combining impression-based delivery, mobile attribution, brand uplift research, and digital data integration to make outcomes measurable and comparable to online media.
Unlike the cluttered landscapes of transport or retail DOOH, office environments feature fewer, premium screens – typically one or two per building foyer or lift lobby. This creates high attention density, ensuring each ad gets seen, processed, and remembered. Combined with ECN’s 10-second non-skippable, full-motion video format (1080×1920 portrait), it allows for impactful storytelling that is both viewable and verifiable.
ECN Office DOOH is not just visible – it’s measurable, accountable, and performance-driven.
Why ROI Matters More Than Ever in DOOH
Marketing budgets are tighter, CMOs face higher scrutiny, and every channel competes for proof of impact. Demonstrating DOOH ROI is vital to secure its place alongside digital and social video in the modern media mix.
DOOH ROI matters because:
– Comparability: DOOH must prove outcomes in the same language as digital video and display.
– Accountability: CFOs and CMOs now expect hard data, not just impressions.
– Optimisation: Attribution insights allow budget adjustments mid-flight.
– Credibility: Measurable ROI strengthens DOOH’s position as a core performance channel.
– Integration: When outcomes can be proven, DOOH integrates seamlessly into omnichannel dashboards.
In essence, ROI gives DOOH credibility – turning what was once considered an awareness medium into a measurable performance engine.
Measuring ECN’s DOOH ROI
Today’s measurement toolkit is more advanced than ever, allowing advertisers to track DOOH impact across the entire marketing funnel from awareness to action.
Footfall Attribution
Using anonymised mobile location data, advertisers can identify when users exposed to an ECN Office DOOH ad visit nearby stores, offices, or partner venues. This “post-exposure visit rate” provides a direct physical-world signal of campaign impact.
Brand Uplift Studies
Independent research (e.g., Happydemics) compares exposed versus non-exposed audiences to assess awareness, recall, consideration, and preference. ECN’s Office DOOH regularly records 3x brand image uplift in such studies, confirming its influence on brand health.
Digital Attribution
Through cross-device matching, advertisers can link ECN Office DOOH exposures to website visits, search uplift, or app interactions. This creates a clear bridge between physical-world exposure and digital engagement – proving that office audiences take measurable online actions.
B2B Influence Tracking
For B2B marketers, DOOH ROI isn’t about clicks – it’s about influence. ECN enables measurement of exposure among key decision-maker audiences and tracking shifts in brand consideration and pipeline progression. Integration with CRM or ABM systems allows precise account-level attribution.
Sales Impact Analysis
For consumer brands, sales data from stores or e-commerce platforms near targeted office locations can be matched to campaign periods to isolate retail uplift directly attributable to DOOH exposure.
QR Code Interaction
Increasingly, DOOH creative includes unique QR codes or vanity URLs to capture real-time engagement and provide first-party attribution signals. When used strategically, these allow advertisers to track conversion paths from screen to site – offering direct engagement measurement.
Website & Search Traffic Analysis
DOOH exposure has a measurable halo effect on branded search volume and direct web visits. By monitoring search and site analytics during and after campaigns, advertisers can quantify DOOH’s digital echo – especially when targeting high-attention office audiences.
Offer-Based Tracking
For time-limited offers or local activations, unique promotional codes or campaign-specific landing pages can attribute redemptions or lead conversions to ECN Office exposure windows – a simple but powerful DOOH ROI proof.
Econometric & Sales Modelling
At the macro level, econometric modelling and marketing mix analysis (MMM) can identify DOOH’s contribution to total business outcomes. ECN campaigns often demonstrate above-average efficiency due to their ability to reach professionals at moments of focus and decision-making readiness.
How Programmatic Buying Enhances Attribution
Programmatic DOOH is revolutionising how outcomes are measured. With ECN’s fully programmatic office network, advertisers can track every exposure, optimise in real-time, and align reporting with digital channels.
Programmatic enhances attribution through:
– Verified Impressions: Every play is logged and verified, giving digital-level accountability.
– Granular Audience Filters: Target by building, location, industry, or time of day.
– Dynamic Optimisation: Shift budget automatically toward top-performing creative or sites.
– Unified Reporting: Integrate results directly into DSP dashboards alongside video and display.
This fusion of data transparency and flexibility makes ECN Office DOOH one of the most measurable offline channels available today.
Related Reading: Unlocking the Future of Programmatic.
The Role of Data Clean Rooms in B2B Attribution
In B2B marketing, attribution requires secure integration with first-party data – something made possible by clean room technology.
Data clean rooms allow advertisers to:
– Safely match exposure data with CRM or ABM lists, ensuring privacy compliance (GDPR-ready).
– Track sequential impact – for example, how an ECN Office DOOH impression leads to digital engagement or RFP activity.
– Enable closed-loop reporting connecting exposure to pipeline, opportunity, and conversion metrics.
This means B2B marketers can finally quantify the real influence of high-attention office-based DOOH within account-based marketing frameworks – turning awareness into attributed pipeline contribution.
Proof Points: Independent Validation of ECN’s ROI Strength
– Brand Lift: ECN’s Office DOOH drives a 5x uplift in brand image, confirmed by Happydemics brand lift research.
– Top Performer: ECN ranks in the top 20% of all OOH networks for brand consideration – a leading attention indicator.
– Verified Reach: 100% of ECN screens deliver verified, logged impressions across 900 connected office buildings.
– Programmatic-Ready: Every screen supports programmatic buying, ensuring full transparency and cross-platform comparability.
Case Studies
Case Study 1 – Boosting Brand Health for a Wellbeing brand in Germany & France
Objective: Demonstrate how office-based DOOH drives measurable real-world outcomes for a wellbeing brand.
Approach: Targeted campaigns ran across premium ECN office locations in Frankfurt, Munich, Paris, and Lyon. Mobile attribution tracked visits to nearby partner gyms and facilities after ad exposure.
Outcome: The campaign delivered an average 42-point uplift in Consideration, demonstrating how ECN’s active and affluent audience meaningfully connects with the product and drives clear behavioural ROI.
Case Study 2 – Reaching London’s Finance Leaders: ECN & Alphasense
Objective: Showcase ECN Office DOOH’s role in influencing complex B2B buying journeys within the financial sector.
Approach: Displaying Alphasense creatives on ECN screens across the City targeting finance companies
Outcome: The campaign generated a 33pts uplift in brand interest among the ECN audience – proving DOOH’s role in accelerating B2B sales influence.
ROI Measurement and ECN’s DOOH Ecosystem
ROI and attribution are part of a broader ecosystem of ECN Office DOOH excellence:
– Audience Measurement: Impression-level delivery is the foundation of reliable ROI reporting.
– Attention in DOOH: Fewer screens per environment = higher attention density and stronger recall.
– B2B Targeting: Tenant and industry alignment maximises relevance and impact.
– Creative Best Practice: Full-motion, contextual storytelling enhances memory encoding and emotional response.
Each pillar reinforces the next – attention drives memory, memory drives action, and action drives measurable ROI.
Why ECN DOOH ROI Is Particularly Strong
– Premium Audiences: Office professionals have both corporate influence and high disposable income.
– High Attention Density: With only one premium screen per building, ECN campaigns face zero clutter – every ad enjoys a focused, high-value audience moment.
– Dwell-Time Advantage: Long dwell periods in lifts and foyers mean audiences are in a receptive mindset.
– Data Precision: Target by company type, location, or industry vertical for pinpoint relevance.
– Cross-Channel Integration: Follow up exposures digitally via LinkedIn or CRM retargeting.
– Trusted Environment: Messages seen “at work” carry higher perceived authority and trust than those in public transport or retail spaces.
– Proven Performance: Independent studies consistently validate ECN’s attention and brand impact metrics.
When visibility happens in a trusted, distraction-free office space – not a noisy public setting – each impression works harder. That’s the ROI advantage unique to ECN Office DOOH.
ROI is no longer optional – it’s the benchmark for credibility. ECN’s Office DOOH network delivers clear, measurable outcomes through verified impressions, mobile attribution, brand uplift studies, and integration with clean rooms. From footfall and search traffic to CRM-matched engagement, ECN proves that attention leads to action.
In offices, where there’s only one premium screen, not hundreds, attention density is highest, giving campaigns greater impact per impression. With consistent top-tier performance and independent validation placing ECN in the top 20% of OOH networks for brand consideration, ECN’s Office DOOH stands as one of the most accountable and data-driven media channels in Europe.
CTA: Request Case Studies on ROI & Attribution in ECN Office DOOH
FAQs
Can DOOH really be measured like digital media?
Yes. ECN’s impression-based system logs every ad play, while integrations with mobile, web, and CRM data make DOOH comparable to digital video and display.
How does ECN protect user privacy in attribution?
All attribution uses aggregated or anonymised data, and CRM integrations occur via GDPR-compliant data clean rooms.
What’s the difference between Office DOOH and transport DOOH for ROI?
Office DOOH delivers higher attention density due to fewer screens, longer dwell times, and professional mindsets – resulting in stronger recall and engagement per impression.
What’s the most reliable method of measuring DOOH ROI?
A combination works best: footfall tracking, brand lift studies, and digital attribution together paint a full-funnel picture of performance.
How can B2B brands use DOOH for measurable pipeline impact?
By matching ECN exposure data to CRM accounts via clean rooms, then retargeting exposed accounts digitally, brands can track influence from awareness to opportunity creation.