Entropy leads industry-wide project to evolve econometric measurement

The initiative is being championed by the advertiser trade body ISBA and supported by the Out Of Home trade body Outsmart.


Entropy is excited to announce that we are leading an industry-wide project to ensure that advertisers can measure the effectiveness and efficiency of different forms of OOH advertising.

This project will not only benefit Entropy’s clients but the whole industry.

The way the industry measures OOH is out of date and often ineffective. For example, many econometric and MMM methodologies don’t take into account the way OOH viewability data and OOH formats have evolved significantly over recent years.


By mining existing published materials and interviewing stakeholders across a broad spectrum of experts, Entropy will develop and publish best-practice guidelines for OOH econometric measurement.

We want to ensure that these developments are captured in future econometric studies, so that OOH can be fully and fairly quantified alongside other media channels.

This project will set us on the path to modernise the marketing industry’s approach to OOH measurement.

The project is due to be delivered in 2021.

Contact us to find out more

Outsmart is the UK’s Out of Home (OOH) advertising trade body

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