How FC Media Proved OOH Campaign Performance in Morocco Using Audience Measurement

Client: FC Media

Market: Morocco

As advertiser expectations shift toward greater transparency and accountability, OOH media owners are increasingly required to demonstrate not just reach, but verifiable campaign performance. FC Media, a leading OOH media owner in Morocco, adopted audience measurement to bring clarity and credibility to campaign delivery and post-campaign evaluation for a major product launch.

This case study outlines how FC Media used audience intelligence to measure exposure, validate delivery quality, and provide defensible proof of performance, particularly across its roadside outdoor inventory.

The Challenge: Proving Effectiveness in a Diverse Urban Landscape

FC Media manages a nationwide portfolio of high-impact roadside outdoor inventory, complemented by selective placements in malls and transport environments. For a major product launch, the advertiser needed confidence that their campaign was reaching diverse audience groups, including urban professionals, students, and young families, at the right locations and times.

While campaign execution was in place, the core challenge was measurement:

• How much exposure did each placement truly deliver?
• Which locations and time bands performed best?
• How could results be validated and reported with confidence?

The advertiser expected clear, measurable outcomes, not assumptions.

The Approach: Audience Measurement for Transparency and Validation

To address this, FC Media deployed Moving Walls Measure, using audience data to gain visibility into:

• Audience movement patterns
• Peak traffic periods
• Relative exposure across roadside locations
• Delivery quality by location and time band

Rather than changing how campaigns were executed, measurement enabled FC Media to observe, validate, and assess campaign delivery with real data.

This approach helped FC Media move from estimated reach to measured performance, giving both the media owner and advertiser a shared, transparent view of results.

Campaign Measurement & Insights

Using audience measurement, FC Media was able to:

• Identify which roadside locations delivered the highest exposure
• Assess performance across different audience segments and time bands
• Provide post-campaign analysis backed by real movement data
• Support insight-led optimisation discussions with the advertiser

Measurement also enabled clearer communication of results, strengthening advertiser confidence in OOH as a measurable and accountable medium.

Execution Summary

• Campaign activation across high-traffic roadside outdoor locations
• Selective presence in malls and transport environments as part of the broader network
• Audience exposure measured using real movement and traffic data
• Performance analysed by location, timing, and audience context
• Transparent reporting shared with the advertiser

Measured Outcomes

Measurement enabled FC Media and the advertiser to validate campaign impact campaign impact, resulting in the following measured outcomes:

• 25% lift in brand recall, indicating strong message visibility
• 15% engagement, observed across contextually relevant placements and timing
• 10% sales uplift, demonstrating measurable commercial impact
• 40% audience recall, reflecting high exposure across key locations

These results were not driven by measurement alone, but made visible, credible, and defensible through measurement.

Why This Matters for Media Owners

This case study demonstrates how audience measurement:

• Builds transparency and trust with advertisers
• Enables credible proof of performance
• Supports insight-led optimisation discussions
• Strengthens OOH’s position in a data-driven media ecosystem

For media owners, measurement is not about inflating performance; it is about making performance measurable, explainable, and improvable. 

By adopting audience measurement, FC Media strengthened its ability to demonstrate campaign effectiveness with clarity and confidence. to demonstrate campaign effectiveness with clarity and confidence. The result was a more transparent advertiser experience and a stronger foundation for long-term partnerships built on measurable outcomes.

Ready to Measure and Prove Your OOH Performance?

As advertisers demand greater transparency, audience measurement enables media owners to validate exposure, explain results, and build trust through measurable outcomes.

If you’re exploring how to make your OOH campaigns more transparent and defensible, speak to our team about audience measurement.

Contact us to learn more