The Opportunity for Developing New Measurement Techniques in Out-of-Home

The Out-of-Home (OOH) is one of the oldest and most popular advertising formats for you. Measuring the effectiveness of OOH campaigns was once a tedious and painstaking task, as there was no possibility of obtaining precise data on the audience and impact of the ads. However, thanks to recent technological innovations and advances in artificial intelligence, OOH measurement has become easier and more accurate than ever before.

A Historical Challenge

Historically, the OOH measurement process was tedious and uncertain. Personal markers were used to measure pedestrian and vehicular frequency passage, but this was not enough to understand the real impact of OOH campaigns. Additionally, OOH measurement was generally done manually, which was time-consuming and prone to errors.

New Measurement Techniques

As technology advances, new out-of-home (OOH) measurement solutions are emerging. The main companies in the advertising sector are investing in technologies like RFID, Wi-Fi sensors to measure passenger frequency and exposure time to ads. Moreover, artificial intelligence and machine learning are helping to improve the accuracy and speed of OOH measurement.

What are the main current limitations of OOH measurement?

Some of the main limitations of current out-of-home (OOH) measurement include: Lack of real-time data, Limited audience measurement, Inaccurate panel segmentation, and Inability to measure digital OOH formats.

The Future of Measurement

In the future, out-of-home (OOH) measurement will become more precise and effective with the help of technologies like RFID sensors, Wi-Fi, and artificial sensing. Soon, OOH measurement will be more integrated with social media and TV to provide a broader view of how people interact with advertising across different platforms.

In summary, the OOH measurement is a constantly evolving field, and new technologies are revolutionizing how we measure the impact of advertising campaigns in different formats. With the help of technological innovations, we're closer to having a more precise and complete view of the effectiveness of outdoor advertising.