Is Return on Investment (ROI) or Return on Objective (ROO) ultimately more important and why?
Both ROO and ROI are key to gauging the effectiveness of digital campaigns and should be measured if metrics are available. Generally speaking, ROO is easier to measure than ROI as it is harder to attribute actual sale or monetary results to exposure to advertising on digital displays.
It all starts with clearly defining campaign objectives and Key Performance Indicators (KPIs) and determining how to best measure delivery on these objectives and KPIs prior to the start of the campaign. If, for example, the objective of a DOOH campaign is to increase awareness and build consideration among new consumers, ROO is the best way to gauge the success of the campaign. You can measure key qualitative brand metrics via an ad effectiveness survey pre/post campaign or exposed/not exposed within your target audience. If the objectives and KPIs are more quantitative in nature and tied to sales, ROI is a stronger way to measure campaign results as it allows for comparisons of campaign costs to net profit and actual sales results attributed to foot traffic on DOOH panels.
With recent development in mobile-panel based digital out-of-home attribution surveys, measuring both ROO and ROI is becoming increasingly easier and comparable to other digital media formats using similar KPIs and attribution models.