There's MORE in store for OOH audience measurement

US-based Geopath in conjunction with Streetlytics, a joint partnership between AirSage and Citilabs, is rolling out a new methodology called MORE. A Commercial Integrator web report states that “with the proliferation of geolocation, the OOH industry is in the midst of a data revolution. A medium that was once considered “difficult to measure” now has access to incredibly granular information about who is consuming the content, when, and for how long”.

This new access to insights puts OOH advertising in a position to be one of the most well-measured and reactive channels for marketers.

Utilising data from mobile phones, GPS devices and connected cars, MORE measures the location of audiences throughout the US. “The unique promise of MORE is that the measurement is not tied to the location of the inventory. There is no need for geofences, sensors, or beacons. It is always on, aggregating anonymous audience movement data on roadways and sidewalks, inside venues, and in transit,” the report states.

While the data are anonymised, the system still provides detailed information on those exposed to the ads, beyond demographics, including information on what they buy, the services they use, their likes, dislikes, and even their usage of other media channels.

MORE will provide measurement of audiences who have been exposed to OOH advertising, but also has predictive capabilities to identify how many individuals are likely to be exposed to signage in the future – whether or not the inventory exists in that location today.