Outdoor industry alliance to develop a pioneering digital audience measurement system

The largest outdoor advertising companies in the world -APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux- have come together to develop a global standard for measuring digital outdoor advertising; a pioneering project that will allow advertisers to compare the impact, performance and benefits of your campaigns.

With the aim of having an international standard that can also be used in digital outdoor advertising analysis systems, the global leaders of the outdoor industry, APG|SGA, Clear Channel Outdoor, Exterion Media y JCDecaux, have come together to develop what will be the first audience measurement system for this environment.

This business collaboration responds to the continued growth of global outdoor digital advertising, that the main market consultancies place in a 23% year-on-year in the last five years, with a forecast greater than 21% in the present 2015.

The increase of this digital commercial proposal, that increasingly uses dynamic and interactive formats to capture the audience's attention and improve their purchasing experience have also been the arguments for joining forces in the development of an international standard that offers advertisers a system to value their action., performance and ROI of your campaigns in a precise and effective way in your planning, in order to meet consumer expectations.

For this project, a working group has been formed with research experts from each of the companies involved., that uses a virtual scenario to show consumers a realistic experience of how different types of digital and traditional outdoor advertising come together. The combination of these formats, to which is added the use of eye-tracking technology, will provide advertisers with detailed and complete information on the reaction and response of consumers to outdoor campaigns in different environments.

The results will be available to outdoor advertising audience measurement committees around the world., who will have the opportunity to review them and decide if these metrics are applicable to integrate them into their respective systems and also implement them in their national circuits..

The opinion of market leaders

As Markus Ehrle explains, director of the Swiss outdoor advertising company APG/SGA, “for our shareholders and for ourselves, This development is key to understanding the impact and contribution of the rapid growth of digital outdoor advertising., and thus optimize the effectiveness of the campaigns. “Transparency is a success factor for the continued growth of digital outdoor advertising in the future”.

For your part, Parveen Bdesha, international research e insight director de Clear Channel Outdoor, also highlights the importance of metrics in this type of projects: “by collaborating as an industry to develop an audience measurement system for digital outdoor advertising, We can help unlock the potential of the external environment by providing accurate data, comparable and compelling about the audience advertisers want to reach and, therefore, provide better information for decision-making on media planning”.

The CEO of Exterion Media (formerly under the name CBS Outdoor), Shaun Gregory, He also points out that “the current consumer is permanently connected and we must ensure that their experience, that as a means we can provide you, be as satisfactory as possible. “I am tremendously excited that so many members of the outdoor industry have come together to develop a standard for measuring digital outdoor advertising.”.

In this same line, Neil Eddleston, Managing director of JCDecaux, assures that for his company “it is key to have a strong long-term commitment to measuring outdoor audiences at an international level.”, in relation to the growth of the business that digital represents. It is appreciated that this collaborative initiative has the support of most of the stakeholders in the sector and that it is integrated with previous measurement systems for non-digital outdoor advertising., already supported by our clients and buyers in collaboration with Esomar, European Society for Opinion and Market Research. It is important that these measures are based on the individual's contact with the advertising message at the time it appears on the screen..