DOOH Exposure Methodology Standardization Guidelines

Adrian J Cotterill, Editor-in-Chief

The Out of Home Advertising Association of America (OAAA), has released a comprehensive guide for capturing mobile advertising IDs to effectively evaluate which consumers are exposed to digital out of home (DOOH) media. The ‘OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices‘ hopes to establish an industry-wide measurement standard, while allowing for ongoing improvements. The trade organization worked with top member industry leaders to develop the guidelines and best practices to empower omnichannel marketers to increase investment in DOOH and enable optimal adoption.

Anna Bager, President and CEO, OAAA said “By adopting this industry guidance, we have an opportunity to grow DOOH ad spending significantly,” said Standards like these enable accurate and transparent DOOH exposure data to be collected, leading to more credible and conclusive attribution of the channel’s impact on business outcomes.”

The framework focuses primarily on the retargeting and attribution use cases of DOOH exposure data. In addition, the guidelines break out recommendations by DOOH inventory types, specifying indoor and outdoor displays, and then, further by use case.

Key methodology topics addressed:

  • Required input variables from venue data
  • Required input variables from movement data
  • Required input variables from ad play data
  • Latitude/longitude precision, distance and average dwell time values by venue type
  • Output variables by use case

Eugenie Chen, Vice President of Data and Analytics, Vistar Media, who chaired the initiative told us “There are different inventory types within the DOOH industry, and these inventory types require different input variables,” said We’re excited to work with the OAAA and a hive-mind of industry thought leaders to compile these best practices and guidelines. Adoption will positively influence how the market views the effectiveness of DOOH as part of an omnichannel marketing strategy.”

In addition to Vistar Media, key contributors to the ‘OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices’ include: Adsquare, Clear Channel Outdoor, Foursquare, JCDecaux, Lamar Advertising, Lightbox, Veraset, Verizon Media, and Volta, with additional participation from Adelphic, AdQuick, Geopath, GSTV, MFour and The Trade Desk.

These guidelines and best practices will also take centerstage on May 26, 2021 at a session titled ‘Capturing Mobile Users Exposure to DOOH Campaigns’ at the upcoming Future Proof: OOH Media Conference from the OAAA and Geopath.

The guidelines can be found here.

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