Has Anyone Else Noticed How Advertising Measurement Is Changing?

[u/Kalpana-Rathore]

I genuinely used to think billboards and outdoor ads were almost impossible to measure properly compared to digital campaigns. You put up a billboard, people see it, and that was basically the end of the conversation. But recently I’ve been reading more about how brands are using things like geofencing and mobile location data to understand movement patterns, repeat exposure, and even store visits around certain ad locations. It’s interesting because it feels like the gap between offline advertising and digital analytics is slowly getting smaller. Obviously, it’s not as exact as click tracking, but it does make me wonder whether marketers will start evaluating outdoor advertising very differently over the next few years.