FOOH Impact Score

FIS: A Validation Tool, Not a Judgment

The FOOH Impact Score (FIS) isn’t about labeling ads as “good " or “bad " – it’s a data-driven tool that helps you gauge engagement and refine your strategy for even greater impact. Whether your campaign scores as “solid” or “outstanding,” every insight is an opportunity to optimize and enhance future success.

FIS Rating Scale

🏆 Outstanding – A viral-level engagement powerhouse that generates exceptional sharing and interaction rates.

🔥 Impressive – Strong engagement metrics with widespread appreciation across platforms.

✅ Solid – A well-performing ad with good interaction and consistent engagement.

📉 Improvable – Shows potential but could benefit from optimized engagement strategies.

What is FIS?

The FOOH Impact Score (FIS) is a scientifically grounded metric designed to measure the real impact of FOOH (Fake Out-Of-Home) advertising. Instead of just looking at how many people saw an ad, FIS focuses on true engagement—how people interact with, react to, and share your creative work.

How is FIS Calculated?

The FIS is calculated using a proprietary formula based on:

• Likes – Direct positive feedback from viewers
• Comments – Level of conversation generated
• Shares – Willingness of viewers to spread your content
• Views – Total reach of the content
• Normalization Factors – Adjustments for audience size and platform differences

Our tested formula helps compare smaller viewerships (e.g., 10k views) with huge viewerships (e.g., 10M+ views). It helps differentiate ads that generate real interest from those that gain visibility purely due to ad spend.

Why FIS Matters

In digital marketing and social media, raw views don’t always equal impact. Some ads get pushed with large budgets but lack engagement. The FIS levels the playing field, ensuring that ads are recognized for their ability to truly capture attention.

A strong FIS score shows that your ad didn’t just get seen—it got people talking, sharing, and reacting.

How is FIS Fair and Reliable?

We understand that campaigns have different budgets and reach. To make FIS as fair as possible:

✔ We use quantile-based classification to adjust for high-reach, low-engagement discrepancies.

✔ We allow agencies and creators to submit organic vs. paid data for a more accurate impact measurement.

✔ We normalize engagement differences across audience sizes—so a 10M-view ad can be fairly compared to a 10K-view ad.

Important Context

An “Improvable” FIS is not necessarily bad. FOOH videos are known to convert well despite lower CPCs & CPMs. Brands might invest heavily in such ads, inflating the numbers disproportionately and resulting in a lower FIS Score.

If available, we can factor in paid views to provide a fully organic FIS score.

How Can You Improve Your FIS?

A “solid” FIS is already a sign of success, but if you’re looking to optimize, here’s what helps:

✅ Hook – Create a strong opening that immediately grabs attention within the first 3 seconds.

✅ Compelling storytelling – Develop narratives that evoke emotion or curiosity and keep viewers watching.

✅ Interactive elements – Include elements that prompt viewers to comment, tag friends, or otherwise engage.

✅ Shareability factors – Design content that sparks discussion or has viral potential through humor, surprise, or inspiration.

Real-World Impact

Brands with consistently high FIS scores typically see:

• Higher conversion rates from social media campaigns
• Stronger brand recall in follow-up surveys
• Better ROI on their FOOH advertising investments
• Increased organic reach for future campaigns

FOOH Impact Score Examples

Here are some examples of FOOH ads with different impact scores. These examples illustrate how the FIS rating scale applies to real-world campaigns.

Outstanding Example

This ad achieved viral-level engagement with exceptional sharing and interaction rates.

Impressive Example

Strong engagement metrics with widespread appreciation across platforms.

Solid Example

A well-performing ad with good interaction and consistent engagement.

Improvable Example

Shows potential but could benefit from optimized engagement strategies.