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.


We led an industry-wide project to ensure that advertisers can measure optimally the effectiveness and efficiency of different forms of OOH advertising. The way the industry measures OOH is out of date and often ineffective.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 identified and focussed our efforts on MMM measurement as a key area that could transform understanding of OOH effectiveness and efficiency for advertisers.


Our ground breaking project uncovered that most advertisers aren’t measuring OOH optimally. Two central findings from our project were:
  • When OOH is measured correctly it will likely perform better in MMM models
  • By measuring OOH correctly you’ll be able to optimise your plans to further increase OOH effectiveness
We  also put together a checklist summarising some other key actions advertisers can take to maximise the impact of their campaigns.
Our recommendations provide best practice for advertisers but also ultimately constitute a change programme for the OOH industry.
We also provided best practice guidance for creative development.
Read about the Entropy MMM data standard and request your copy of the project summary here.

Contact us to find out more

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

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