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Measurement & Metrics

Matched-Market Test

An effectiveness method that runs a campaign in test markets and compares outcomes against similar control markets, isolating the channel’s incremental effect.

Related terms

Incrementality The measured causal lift a campaign produces versus an unexposed control — the gold standard for DOOH effectiveness, since the channel rarely earns a last click. Measured via matched-market or synthetic-control designs. Synthetic Control A statistical technique that builds a weighted “synthetic” control from several unexposed markets to estimate what would have happened without the campaign — used to measure DOOH incrementality where a clean single control market isn’t available. Brand Lift The shift in awareness, consideration, favourability or purchase intent among an exposed audience versus an unexposed control, measured by survey. Needs sufficient scale and a clean control to be valid — so it is a pilot, not a default, for a small network.