Measurable response
A road campaign with receipts.
We will separate what happened from what is estimated: actual mileage, locations, assets and digital actions will be reported directly, while audience estimates will show their assumptions.
First, what does OOH mean?
OOH = Out-of-Home advertising
Advertising people encounter away from home, out in the real world. Vehicle wraps are mobile OOH: visible on the road and present in the places where travelers stop, explore and make decisions.
The reporting framework
Four levels of campaign evidence.
- Exposure: mileage, routes, travel days, stops, events and available attendance or traffic data.
- Engagement: QR scans, tagged website sessions, landing-page activity and inquiries.
- Action: app downloads, leads, reservations or purchases when the partner can share campaign-level results.
- Content: photographs, stories, posts and partner-ready assets delivered.
How links will work
Trackable without becoming confusing.
Each campaign can use a short branded page and a unique QR code. Small tracking tags, called UTM parameters, are added to each web link so Google Analytics can show which QR code, ad or campaign brought the visitor to the website.
- Separate Apple and Android destinations when useful
- Separate van, festival and printed-material codes
- Record campaign changes so reports remain understandable
- Share regular summaries plus a clear season-end report
Sources and context
Read the underlying research.
Industry findings describe OOH and vehicle advertising broadly. They are useful planning benchmarks, not guaranteed results for one van. Driven by Alaska will report its own campaign activity separately.
Google Analytics URL BuilderOfficial guidance for tagging links with campaign parameters.View source ↗Google Analytics Traffic SourcesHow tagged campaign data is collected, processed and reported.View source ↗Geopath Measurement GlossaryIndustry definitions for OOH impressions, reach, frequency and audience delivery.View source ↗