Outdoor Media Owners 2 Develop an Audience Measurement System 4 DOOH
Some of Europe’s largest international outdoor media owners – APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux have announced that they are working together to develop a standardised industry approach to measuring digital out-of-home audiences.
Markus Ehrle, CEO of APG|SGA commented “We strongly believe that this industry research initiative will provide an international standard which can be implemented in the various national research systems on top of the existing visibility adjustments as the study will be conducted in a very scientific and transparent way. This accountability is a key success factor for continuing sustainable growth of DOOH in the future”.
We are told that a working group of audience research and insight experts from each of the companies has been assembled and the team is now ready to initiate the project, for completion in 2015.
Parveen Bdesha, International Research and Insight Director, Clear Channel Outdoor said “By collaborating as an industry to develop an audience measurement system for digital out-of-home, we can help unlock the medium’s potential by giving them accurate, comparable and compelling data about the audiences they wish to reach, and consequently better inform their media planning decisions”.
We understand that the project uses a virtual world to present consumers with a realistic experience of how different types of digital and traditional OOH advertising are encountered – combining this with eye-tracking should enable the consortium to provide advertisers with an accurate understanding of consumers’ responses to all types of OOH formats across a multitude of environments.
Shaun Gregory, CEO of Exterion Media said Today’s consumer is constantly connected and we need to make sure the experience we, as an industry, provide echoes that. It is why we are committed to harnessing the digital opportunity and using increasingly available technology to create the experience the audience we are engaging with would expect. The only way we are going to achieve this is through collaboration, which is why I am hugely excited that so many major players in OOH are coming together to develop this industry standard for measuring DOOH. The insights it will bring will only help us to provide a better experience for brands, agencies and consumers and accelerate the rapid growth of DOOH”.
Results will be made available to OOH audience measurement committees worldwide so that they have the opportunity to review and decide whether the findings are acceptable for integration in to their systems. This will enable digital OOH to be combined alongside traditional outdoor in advertisers’ schedules.
Neil Eddleston, Managing Director, JCDecaux OneWorld commented “It is to be greatly welcomed that this collaborative initiative has the broad support of major stakeholders in the industry and that it integrates with earlier measurement systems of non-digital OOH, already globally endorsed by our clients and buyers in collaboration with Esomar, the world research body”.
These folks by the way, aim to develop a global standard for digital OOH measurement.
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