New DOOH Audience Measurement Standard Will Provide Media Planners and Brands With Comparable Data
UNITED KINGDOM — Advertisers will soon be able to measure the benefits and overall performance of their DOOH advertising campaigns. Clear Channel Outdoor, Exterion Media, APG|SGA, and JCDecaux are working together to develop the industry’s first standardized approach to measuring digital out-of-home (DOOH) audiences. The collaboration aims to have a DOOH audience measurement standard completed by the end of 2015.
The collaboration is in response to strong global growth of DOOH advertising. According to Magna Global, the global digital out-of-home market was valued at more than $1,008M (USD) in 2007, the estimated value grew to more than $3,741M (USD) in 2014, an estimated 23% annual growth rate. 2015 is projected to grow by as much as 21%.
Notable brands such as Samsung, Coca-Cola, Google, and BMW have increased their use of DOOH advertising. Out-of-home media providers are investing in the development of a global standard for DOOH advertising measurement in response to robust growth, and provide media planners and brand managers with accurate metrics to enable buying decisions.
“Clear Channel Outdoor has a global commitment to provide advertisers and agencies with new approaches to understanding their audiences in an increasingly complex multimedia world,” said Parveen Bdesha, International Research and Insight Director, Clear Channel Outdoor. “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.”
The project will model how consumers encounter and experience digital and traditional out-of-home advertising using a virtual world approach and using eye-tracking to establish a DOOH audience measurement standard. The aim of the measurement standard is to provide advertisers with an accurate understanding of consumers’ responses to all types of OOH formats across a multitude of environments. The results will be made available to OOH audience measurement committees worldwide so they will have the opportunity to review and decide whether the findings are acceptable for integration in to their systems. The establishment of a DOOH audience measurement standard will help enable DOOH advertising media to be considered alongside traditional outdoor in advertisers’ media schedules.
Markus Ehrle, CEO of APG|SGA, Switzerland’s leading out-of-home media company commented “For our stakeholders and ourselves it is a key interest to fully understand the impact and contribution of the fast growing DOOH segment in order to optimize OOH campaign performance individually to the client’s needs,” said Markus Ehrle, CEO of APG|SGA. “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.”
“Today’s consumer is constantly connected and we need to make sure the experience we, as an industry, provide echoes that,” said Shaun Gregory, CEO of Exterion Media. “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.”
Photo courtesy: Clear Channel UK
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.