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Here is the first look at the to be released OAAA OOH Impression Measurement Guidelines

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Publishers note:

Yesterday we shared that an OAAA Committee is recommending the Industry return to measuring impressions based on Opportunity to See verses the current method Likelihood to See.  The link to our post is below

OAAA Committee Recommending OOH Industry Return to OTS (“Opportunity to See” ) as Common Currency

Today we are releasing the actual OAAA Document as provided to OOH Today albeit it MAY NOT be in its final approved format or content. Consider this an early peek which we hope you will provide input for the better welfare of the Out of Home Industry.

This change in how the Industry measures impressions will with out a doubt, increase the impressions of nearly every Out of Home piece of inventory which exists. Is this a good move?  A bad move?  Does it depends to a great extent if you are a buyer or a seller? What are the other factors which should be taken into consideration? 

We will not examine the other factors today though w
e would very much like to hear what you think.  What do you say as a Buyer?  or as a Seller?  of Out of Home Advertising? Please scroll to the bottom of this page to LEAVE A REPLY. The OOH Today comment system does allow you to reply anonymously.  Please reply.

Please don’t forget to leave your comments.


OAAA OOH Impression Measurement Guidelines

This document serves as the precursor to the Out of Home Advertising:
Measurement and Analytics Guide for Agencies and Advertisers (published March

Objective: To facilitate accurate third-party measurement of OOH media including
support for timely audience measurement; marketing mix modeling, multi-touch
attribution, and programmatic trading of the channel.

Outcome Goal: To move toward an impressions-based measurement system that
provides forecasted and reconciled-as-delivered daily impressions by face; allows
for transparency into how impressions are measured; and ensures that the
measures are comparable to and consistent with other channels, in order to support
OOH’s role as a core part of a digital and data-led media mix.

Recommendation: The OAAA is recommending that the OOH industry embrace as
our currency the core metric of Opportunity to
See, as defined below. For clarity, the
recommendation is not to rely solely upon
Circulation as a measure, but rather to rely upon
transparent “view sheds” to illustrate how
inventory size, placement, viewing angles and
other traditional OOH attributes impact
audiences. This revised definition falls in line with
how other ad media impressions are calculated
and reported. This recommendation of
Opportunity to See as the core currency metric
does not preclude the OOH industry or individual
organization from choosing to further qualify the
core audience data with additional factors; rather,
it is simply to align around Opportunity to See as
the most comparable currency metric.

In addition, the recommendation is to immediately move to providing both a
predictive audience model as well as a measure of observed audience exposures at
the site level.

All measurement data should be accessible via API to ensure ability to integrate into
agency, marketer and media owners’ business systems and omnichannel media

These measurement solutions must also be built to be as “future proof” as possible,
given the rapid changes in access to mobile location data supply and data privacy

OOH Impression Measurement & Reporting Minimum Requirements:
● Daily site-level forecasting to allow time-based campaign planning with
● Observed daily delivery at site level to facilitate post campaign reporting,
third-party attribution measurement and optimization.
● Clear published documentation to support the curation of viewsheds and the
definition of the line of sight that determines an OOH sites OTS.
● Reach and Frequency measures at both a site level and for full media plans
across all OOH product types (e.g., roadside, transit, place-based, etc.).
● Transparent data sources or mix of data sources powering measurement
validated by ground truth data sets, while ensuring sustainability of data
supply given uncertainties around data privacy policies and regulations.
● Ensures all participating data and technology partners maintain a rigorous and
transparent focus on compliance with all applicable data privacy regulations,
now and in the future.
● Impression counts made accessible and accepted for use within
omni-channel planning & buying platforms, mixed-media and multi-touch
attribution models (MTA), with a particular focus on ensuring functionality
with the requirements of digital-native and programmatic buyers.
● Transparent published methodologies, viewsheds and source data.
● Service-Level Agreement: Documented system uptime/ reliability standards
& monitoring schedules.
● Must provide some level of compatibility to combine different forms of OOH
media methodology (ie. fleet/ mobile billboards, roadside, place-based, etc.)
for comprehensive planning.

Data Vetting, Access and Delivery
● Data and data products to be developed and published through a transparent,
agreed-upon cadence of reviews, feedback, alignment and updates prior to
actual release.
● Users of this data should be able to ingest these impression counts in such a
form as to be able to be:
1. Used in their own media-mix models
2. Combined with publishers’ & users’ own supplied custom audience
segmentations and inventory / package /product offerings (such as
home location integration, device graph integration, or like kind
3. Available, not only for initial planning, but able to be used for publishing,
reporting/accounting/POP and within attribution solutions post
4. Compatible with identity resolution systems for planning & attribution.

Opportunity to See (OTS): Media is purchased on an Opportunity-To-See (OTS)
basis, which defines viewable impressions. This means marketers are buying the
potential to reach consumers in the media in which their advertisement is placed.
OTS impressions are measures of media exposure (e.g. magazine readership or
the TV program exposures). OTS for OOH measurement applies to audiences
passing through a viewshed of an OOH media location. OTS is a refinement to the
OOH circulation to produce an audience impression.

Viewshed: The geographical area that is
visible from a location, necessary to
determine OTS. It includes all surrounding
points that are in line-of-sight with that
location and excludes points that are beyond
the horizon or obstructed by terrain and other
features (e.g., buildings, trees, tunnels, etc). A
viewshed takes into account fixed
characteristics such as the size, distance
from the audience and position to the
audience of an OOH media ad.

A viewshed also provides OOH buyers and sellers with a visible guide to inform
how the OTS is determined based on site level attributes and road or audience
path assignments.

Likelihood to See (LTS): The portion of the OTS (Opportunity to See) audience who
are likely to see an ad, which is based on variable and conditional factors that can
impact the probability of an audience to see an ad. LTS in OOH measurement takes
into account further refinement with factors such as consumer behavior in proximity
of the ad, visibility or eye tracking studies or technology, the speed of traffic on the
road, time based event and environmental factors (such as weather triggers) that
cause real-time changes in audience composition.
How OOH impressions should facilitate all aspects depicted below
within the life cycle of a media plan:


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  1. Kevin says

    When will the OOH industry finally come to terms that there is not a 100% guaranteed way to measure impressions or views? The public knows this, anyone in the industry knows this, the only people that seem to have trouble grasping are those in charge and keep making changes.

    Unless OOH technology can capture eyes viewing an ad, it will never be accurate. And even then, how many people ‘look’ at things without actually ‘seeing’?

    Stop trying to pull wool, you’ll lose more impressions and views.

  2. gideon adey says

    This would represent a retrograde step for OOH and in my opinion would be damaging to OOH revenues. Audience measurement in all mediums strives towards measuring actual audiences rather than theoretical potential audience.
    Online standards have moved from served impressions to viewable impressions and advertisers continue to push further to calculate audience impressions (likelihood to see), OOH has this metric and to remove it feels like a push against what advertisers want.
    I’d be very interested to know whether advertisers (who’s money is what we strive to attract) have been consulted in the creation of this document, or whether it just represents the views of a single interest group.


    I believe this to be a move (back) in the right direction. “Opportunity To See” is much more relatable to a client than “Likelihood To See” and gives us a higher number to present.

  4. Patricia says

    79% of all statistics are made up…

  5. Tony Jarvis says

    I have been intimately involved in establishing OOH measurement and metrics in numerous countries worldwide when at Mediacom, Clear Channel Outdoor and as Research Architect at Olympic Media Consultancy. This experience has included TAB’s (now GeoPath) Eyes-On measurement and notably the ESOMAR OOH Audience Measurement Standards which included the privilege of collaborating with those who are best called the OOH media research cognoscenti. I have also worked closely with MRC and its Working Committees on the development of OOH Audience Measurement Standards (Phase I) for the US which are currently in progress on Phase II of those Standards via an industry Working Group of which I am a member.
    Regrettably the OAAA via these Guidelines has taken a giant step backwards via this muddled, ignorant, bizarre and fundamentally flawed document.
    Gideon is correct. Advertisers know that without a contact or Eyes-On by the brand’s target group on any ad on any media vehicle there can be no outcomes. That was the compelling elegance of Eyes-On metrics versus other media.

  6. […] Here is the first look at the to be released OAAA OOH Impression Measurement… […]

  7. Excellent points Tony Jarvis. Thank you for sharing your expertise.

  8. Thank you Terry Hawkins for your comments. Will the change (back) as you say be accepted by the advertisers?

  9. You raise the million dollar question or should we say 7 Billion dollar question, Gideon Adey. Has the Advertiser community been consulted and will they be happy with the ‘retrograde step’?

  10. Kevin, pulling the wool is interesting observation. This is a bold move by the OOH Industry. Will that dog hunt or retrieve as we say in the South.

  11. […] Here is the first look at the to be released OAAA OOH Impression Measurement… […]

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