New Audience Measurements Developed by Media Owners

By Tom Allen
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Some of the largest names in outdoor media in Europe – APG|SGA, Clear Channel, Exterion and JCDecaux – are working together to develop a standardised approach to DOOH audience measurement. A working group from each company has been assembled and is ready to begin the project, which should be completed this year. 

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I have commented a number of times that one of the unlucky features of Digital Signage is that it arrived at broadly the same time as online, which has more metrics than you can imagine. A media buyer that is not sure where to spend money may be tempted to go with online rather than DOOH simply because there’s better feedback on the activity. On that basis, more effort to develop metrics is a good idea, although I’m not close enough to the topic to evaluate this particular initiative. (BR)