OAAA Recommends Impressions-Based System for OOH

The Out of Home Advertising Association of America (OAAA) has launched guidelines recommending a move toward an impressions-based measurement system, providing both forecast and reconciled-as-delivered daily impressions.

The association's Data & Analytics Committee will look as a next step to work with the MRC, ANA, ARF, Geopath, WOO and other groups to evaluate the guidelines and begin developing a roadmap for cross-group coordination and accredited impression measurement. OAAA says the proposed framework addresses advertisers' needs for a more dynamic measurement system for out of home (OOH) campaigns, as advertisers reach the connected consumer in a mobile first, data-driven and digital-led advertising ecosystem.

The proposals include an enhanced OTS (Opportunity to See) metric, which OAAA says more closely aligns with the same metric used by all other measured media, combining predictive audience models with a measure of observed audience exposures at OOH displays, across all formats. Under the new definition, OTS will encompass circulation as a measure in conjunction with 'view-sheds', which factor in ad display size, placement, view angles and other traditional OOH attributes that impact audiences. While OTS will serve as the primary OOH currency metric, it will be supplemented by a LTS (Likelihood to See) metric, which takes into account real-time dynamics or variables that impact audience composition and behavior in proximity to the ad.

Anna Bager (pictured), the Association's President & CEO, comments: 'Our objective in setting a new minimum standard for measurement is to support even greater transparency to audience measurement that is timely, consistent and comparable with other channels. These solutions are designed to be future proof and serve as an important milestone to further OAAA's mission in solidifying OOH's position as an integral part of the marketing mix'.

The Guidelines can be accessed at www.oaaa.org/ImpressionGuidelines .