South Africa, Aug. 27 -- For years, out-of-home (OOH) advertising was measured by audience size and impressions. Easy to report, yes - but those numbers only tell us who might have seen an ad, not whether it connected or drove any shift in awareness, perception or intent.

Attribution changes the game. It measures how many people not only saw a campaign but remembered the right brand. It asks a far better question than reach ever could: not "how many passed by," but "how many remembered us."

Measuring OOH has always been tricky. Billboards and forecourt screens don't live in closed, trackable feeds like digital display ads. But tools have caught up. Advances in mobile data, programmatic digital OOH (pDOOH) and cross-channel analytics now...