We recognised that the way the industry measures OOH is out of date and often ineffective. For example, many econometric and MMM (marketing mix modelling) methodologies don’t take into account the way OOH viewability data and OOH formats have evolved significantly over recent years. Without accurate measurement, businesses are blind to the true performance of their marketing campaigns and marketing budgets are wasted.
This led us to lead an industry-wide project to ensure that advertisers can measure the effectiveness and efficiency of different forms of OOH advertising. We identified and focussed our efforts on MMM measurement as a key area that could transform understanding of OOH effectiveness and efficiency for advertisers.
