CPM alone tells you little about your DOOH campaign effect. Seven KPIs that actually matter and how to read them from the Adyoutiser dashboard.
30-second takeaway: DOOH performance is more than CPM. You need play verification, SOV drift, effective reach, frequency, dwell time, attention, and a conversion path. SOV drift is the most honest performance indicator.
The seven KPIs that matter
- Plays (real-measured) — actual plays per screen, per hour. Only absolute truth.
- SOV drift — booked 25%, did you really get 25% of the airtime in your booked window?
- Effective reach — unique people exposed at minimum frequency.
- Average frequency — sweet spot 3–6.
- DwellTime / VAS — 3 sec subway vs. 30 sec cafe boulevard.
- Daypart heatmap — when did your spot run.
- Post-campaign search/conversion lift — what happened in your other channels.
What our dashboard shows
Measured plays per screen/day/hour, delivered airtime share in your booked window, modelled contacts (marked "~"). We do NOT show effective-reach with mobile-ID frequency caps (we do not track mobile IDs). You see hard conversion data only in your own systems.
How to evaluate a campaign: an example walkthrough
Illustrative scenario — not a real campaign, no results.
A Vienna fashion brand books several screens for 3 weeks. How it reads the numbers:
- Check plays. Do measured plays match the booked airtime share? If not, ask.
- Read contacts correctly. Contacts are modelled — an order of magnitude, not proof.
- Set a baseline. Note brand searches, UTM sessions and walk-ins for the 4 weeks BEFORE launch.
- Compare during and after. Only the comparison with your own baseline says something about effect.
- Stay honest. Other channels, season and weather play a part. A lift is a hint, not proof of causality.
Real vs. modeled KPIs
Real: plays, SOV drift, daypart distribution. Modeled: reach, effective reach, dwell time, attention. External: brand search lift, conversions, walk-ins.
An honest provider tells you which is which.
Performance benchmarks
Solid, publicly verifiable benchmarks for brand-search lift from local DOOH barely exist, so we do not quote target values. Compare against your own baseline. Media-planning rule of thumb: 3–6 contacts are effective, above 7–8 wear-out sets in.
Now run the numbers
Plan with clear KPI targets on dooh-rechner. Glossary at dooh-glossar. More on pricing: dooh-werbung-kosten.
Christian Starzengruber
Founder, adyoutiser
Ich habe Adyoutiser 2025 in Wien und Bratislava gestartet, weil Bildschirmwerbung keine Agentur brauchen sollte. Wir haben ein Buchungs-Tool gebaut: Bildschirm auf der Karte auswählen, Werbung hochladen, zahlen — live in unter 5 Minuten, ab €2. Wir veröffentlichen unsere Roadmap öffentlich und antworten auf jede E-Mail innerhalb von 24 Stunden.
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