With GroundTruth’s Digital Out-of-Home (DOOH) launch, we’re transforming this amazing awareness channel into a measurable part of the omnichannel funnel.
Why? Because DOOH may be a top-of-funnel powerhouse, but when combined with our real-world foot traffic attribution, retargeting across CTV, Mobile, and Desktop, and direct omnichannel integration, it becomes something even more powerful.
To break down the “How” and “Why” of our new DOOH channel, GroundTruth leaders joined EMARKETER for a panel discussing the DOOH landscape and how GroundTruth is making waves.
Five Major Takeaways
1. DOOH is growing. Fast.
Per EMARKETER’s research, all Out-of-Home advertising is undergoing a resurgence, driven almost entirely by DOOH. US OOH ad spend is projected to reach approximately $10.5 billion by 2028, up from over $9 billion last year. DOOH spend is the fastest-growing segment of total OOH spend; EMARKETER projects a spend of $3.64 billion in 2026, rising 8.6% YoY (compared to 3-4% growth to OOH as a whole).
But even the total DOOH growth is only part of the story. Programmatic DOOH ad spend is expected to 22.6% YoY in 2025.
To sum it up, OOH is growing fast, DOOH is growing faster, and programmatic DOOH is growing fastest. With our DOOH channel, GroundTruth is positioning our customers to reap all the benefits of early adoption.
2. GroundTruth is solving the attribution challenge.
The biggest hurdle preventing broader adoption of DOOH ads has historically been lack of attribution, which isn’t new for OOH advertising in general. Until now, measuring the results driven by DOOH campaigns has been, at best, educated guesswork. That’s where GroundTruth’s Blueprint technology comes in.
Our CTO Matt Knight explains, “We’ve got about 12 million retail locations Blueprinted, so we thought, how can we apply that technology to [DOOH] screens? We’re able to virtually Blueprint essentially a digital viewshed of the [DOOH] screens,” continuing, “As we’re seeing certain [mobile] device IDs pass a screen at a certain time, we can see exact timestamps on when those visits to viewsheds happen.”
That means Ads Manager users can easily see when someone who was near their DOOH ad placement takes real action and visits their retail locations. It’s that simple.
3. Every DOOH ad view needs to be verified.
If you’re measuring and attributing an in-store visitor to your DOOH ad, you want to know that they actually saw your ad. Otherwise, you’d have to count every person who was physically near your ad as an ad viewer, even if they probably didn’t see your ad.
To verify ad views, GroundTruth Ads Manager includes “data noise” filters, ensuring attributed foot traffic is only from people who actually saw your ad. Those filters include:
- High-Speed Traffic Filters: Ads Manager automatically filters based on the screen type. If a smaller panel (a display in a popular shopping area for example) is showing an ad, a device ID moving at high speed (in a car, for example) isn’t counted as a view. If the screen is a large highway roadside sign, high-speed traffic can be counted as ad viewers.
- “Time Travel” Filters: In busy ecosystems, erratic location signals happen. When such signals show a device ID in one location suddenly appearing a mile away three seconds later, it’s not counted as an ad view.
4. Integrated DOOH campaigns = easy ad buying AND more customer insights.
With GroundTruth Ads Manager, running DOOH ads looks and feels exactly like running ads on any other programmatic digital channel. Like our other channels, you’ll see familiar reporting metrics like impressions, reach, frequency, and visitation rate (VR).
When we say our DOOH channel has “direct omnichannel integration,” we mean it. Using the real-time location data gathered by Blueprinted DOOH viewsheds, you can see where your customers spend their time in the real world, including store affinities and other real-world behaviors, then use that same data in your other campaigns across CTV, Digital Audio & Podcasts, Mobile, and Desktop.
5. DOOH, now available for Small and Mid-Sized Businesses
Large scale OOH campaigns used to be almost exclusive to big brands. That’s no longer the case.
Our CEO Rosie O’Meara stated that key priorities of our DOOH offering were to “be able to bring products to as many types of clients as possible and to have broad-based availability,” as well as “democratize these channels that really felt like the smaller brands and the smaller clients really couldn’t play in those spaces.”
We don’t just make DOOH measurable. We make it accessible.
Ready to Get Started?
To learn more about our DOOH channel, reach out to GroundTruth today.
Ready to launch your own DOOH campaign? Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
