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The way the industry measures OOH is out of date and often ineffective.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.
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.