In short: A DOOH catchment study defines the area and time in which people could reasonably encounter a screen, then compares later movement or outcomes against an appropriate baseline. The method becomes credible when opportunity, exposure and outcome are kept distinct.
Key takeaways
- Define catchments from venue context instead of applying one radius everywhere.
- Use matched baselines or controls to separate campaign effect from normal movement.
- Report opportunity to see separately from verified attention or visits.
Build context-specific catchments
A roadside screen, mall display and supermarket entrance create different exposure opportunities. Use movement patterns, dwell time and physical access to define a catchment that reflects the venue rather than choosing a convenient universal radius.
Choose a baseline before launch
Compare exposed areas or periods with a matched control, historical baseline or experimental holdout. Record seasonal events, promotions and weather when they can materially change movement or store visits.
Keep measurement language precise
Presence in a catchment is an exposure opportunity, not proof that a person viewed the creative. Use survey, attention or outcome evidence for stronger claims and disclose the link between each signal and the conclusion.
Frequently asked questions
Does mobile location data prove someone saw a billboard?
No. It can indicate presence within a defined opportunity area. Additional evidence is required to claim attention or ad recall.
Should every DOOH screen use the same catchment radius?
No. Venue layout, speed, dwell time and pedestrian or vehicle access should determine the catchment definition.
