Mobile DOOH goes beyond impressions: attention metrics and new revenue sources

Mobile digital outdoor advertising is moving away from its reputation as a non-trackable format, with new implementations proving that the medium can offer much more than raw impression counts. At SoFi Stadium in Los Angeles, a World Cup-themed activation brought together Backpackster and Quividi to test verified attention metrics in real-world conditions, marking a significant step towards richer audience measurement in the mobile DOOH space.

For years, mobile DOOH operated on the margins of the industry, finding space in environments that traditional media networks rarely touch. Its flexibility and ability to reach audiences on the move made it a disruptor, but measurement gaps limited its appeal among brand marketers accustomed to granular data. The SoFi Stadium experiment changes that narrative by applying attention-based verification to mobile screens, giving advertisers evidence that goes beyond simple visibility and into genuine audience engagement.

Attention-based measurement represents a significant evolution for the format. Where conventional outdoor campaigns historically neg