Mobile DOOH goes beyond impressions: attention measurement and new revenue streams

Mobile digital out-of-home advertising is shaking off its reputation as an unmeasurable format, and new installations prove that the medium can deliver 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 measurement under real conditions, marking a significant step toward richer audience measurement in mobile DOOH.

For years, mobile DOOH has operated at the industry's margins, 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 for brand advertisers used to granular data. The SoFi Stadium experiment changes that narrative by applying attention-based verification to mobile screens, giving advertisers proof that goes beyond simple visibility and into genuine audience engagement.

Attention-based measurement represents a meaningful development for the format. Where conventional out-of-home campaigns have historically traded on placement and volume, it tracks the Quividi-dri