OAAA Committee Recommending OOH Industry Return to OTS (“Opportunity to See” ) as Common Currency
Impression Measurement Guidelines
In a document recently shared with OOH Today, it reveals the OAAA Data and Analytics Committee has met and drafted an set of Impression Measurement Guidelines Still under review by the OAAA D & A Committee, OOH Today we received a copy of the ‘Guidelines’. The entirety is scheduled to be shared to the broader OAAA membership on Thursday, May 13.
According to the document: The purpose of the Impression Measurement Guidelines drafted by the Committee aims to align OOH Impressions with impressions of other major media channels which is based upon Opportunity-To-See (OTS) figures. To that end, “the guideline recommends OOH revert to reporting OOH Impressions based upon an OTS (“Opportunity to See” ) as the common currency and along with this assertion, the guidelines recommend that OTS is redefined and enhanced beyond circulation.”
OOH Today will have more on this new development and comments from the Industry later this week.