Global Appeal: Now Bringing a Fresh Approach to OOH Measurement
By: A founder
The Out-of-Home advertising market worldwide is experiencing significant growth, primarily driven by the adoption of advanced metrics and data technologies. One of the most compelling reasons for this growth is the ROI generated by measurement improvements. In Brazil, for example, the total investment for developing new data metrics has been approximately $4 million. Still, the return on investment has been 65 times greater, proving the significant role metrics play in driving value for media owners and advertisers.
A central factor in Brazil’s success has been the adoption of a live measurement approach. The traditional methodology, which relied on sample-based data and estimations, has been replaced by real-time data collection using modern techniques powered by AI-generated models. This shift to live metrics has provided more accurate, comprehensive data on traffic near ad placements, leading to higher recorded impressions and more effective ad targeting.
Comparative studies have shown that for roadside environments, a specific methodology generates approximately 20 percent more impressions for static screens and 50 percent more for dynamic screens. These increased impressions translate into a direct improvement in the value of OOH inventory, as advertisers can rely on more precise data to measure the reach and effectiveness of their campaigns. This more accurate data better aligns with omni-channel planning tools, which are essential to brands.
The move to syndicated metrics—standardized across multiple environments and formats—has been a key driver of Brazil’s OOH growth and is winning the hearts and minds of media owners globally. It has been reported that a particular company has won contracts in Finland, in direct competition with other organizations.
The same is happening right now in Japan.
Discussions with Belgium, Sweden, and the UK continue.
Buyers and sellers in the US and worldwide are becoming increasingly frustrated with antiquated measurement approaches that take time (usually several years until delivery) and are budget-heavy. Now active in over 40 countries, this company offers a more effective approach to OOH measurement, demonstrating how advanced data collection methods and audience metrics can not only enhance campaign performance but also generate significant financial returns for media owners. As more regions adopt similar methodologies, the OOH industry will continue to evolve, offering greater value and transparency to advertisers.
OOH TODAY hopes to share the names of the companies inferred in the story above. Until we can form relationships and trust with the ‘said’ or ‘unsaid organizations’, they will continue to remain anonymous with OOH Today and perhaps with you as well.
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