Geopath and OAAA Advance Next-Gen OOH Measurement with Ipsos Pilot

Geopath, in partnership with the Out of Home Advertising Association of America (OAAA), announced a major step forward in modernizing audience measurement for Out of Home (OOH) advertising with the development of a next-generation measurement platform. Ipsos has been selected to support an industry pilot launching in the second half of 2026.

The pilot is part of a coordinated industry effort to modernize OOH audience measurement for today’s evolving advertising marketplace. Led by the executive committees of Geopath and OAAA, the initiative reflects a broad commitment across the OOH industry to ensure that the medium provides advertisers with data that is consistent, credible, and aligned with the expectations of today’s marketers.

“We’ve heard clearly from across the industry that the expectations for OOH measurement have evolved. Advertisers and agencies need a more modern, transparent, and interoperable approach to evaluate performance alongside other channels,” said Ali Broback, Chief Client Officer and Partner at ODN and Chairperson of the Board at Geopath. “This initiative is about meeting that moment. While there is still work ahead, selecting Ipsos as our pilot partner and moving into this next phase reflects real progress and a strong, collective commitment to building a measurement framework that supports the future growth of out of home.”

The initiative began in early 2025, with a comprehensive review of the future requirements for OOH measurement. The process included a detailed needs assessment and interviews with stakeholders across the OOH and advertising ecosystems—including media owners, agencies, marketers, and research experts—as well as an evaluation of evolving measurement practices across the broader media landscape.

That work culminated in a competitive RFP process that invited proposals for both partial and comprehensive measurement solutions. Following extensive review and evaluation, Ipsos was selected to partner with the industry on the measurement pilot. Ipsos brings significant global experience in audience measurement and media research, including providing foundational data or fully productized OOH measurement systems in more than 20 markets worldwide, including countries such as the United Kingdom and Australia.

“Out of Home has always delivered powerful real world reach and impact for advertisers,” said Scott Wells, Chairman of the OAAA Board and CEO of Clear Channel Outdoor Holdings. “As the media ecosystem continues to evolve, our measurement must evolve alongside it. This effort brings the industry together to ensure advertisers have the insight and confidence they need to grow investment in OOH. Ipsos brings deep expertise in media and audience measurement, including OOH, and we look forward to working with them to help advance measurement for our industry.”

The pilot will evaluate a next-generation OOH audience measurement system across multiple formats and environments, including updated methods for estimating impressions, reach, and frequency. Findings from the pilot will help inform the development of an industry-standard measurement platform that provides advertisers with more transparent, credible, and actionable insight into OOH audiences and the medium’s role in the broader media mix.

The measurement initiative comes at a time of continued growth for the medium. OOH advertising revenue reached $9.46 billion in 2025, increasing 3.6% year over year, according to OAAA, with digital formats continuing to drive expansion across the industry. Transit was the fastest-growing segment for the second consecutive year, increasing 9.2% annually, while street furniture and place-based media also posted gains.

“The OOH industry has come together in an unprecedented way to define what the future of audience measurement should look like,” said Anna Bager, President and CEO of OAAA. “Advertisers expect clear, comparable measurement across every channel they invest in. This work will ensure that Out of Home continues to meet that expectation while strengthening the transparency and accountability marketers rely on.”

Following the pilot phase, Geopath and OAAA will work closely with industry stakeholders to evaluate results and determine the path forward for implementation. The organizations anticipate an orderly transition from the current Geopath measurement system to a next-generation framework beginning in 2027, allowing time for industry testing, validation, and full adoption in 2028.

Additional details about the measurement program and timeline will be shared with industry stakeholders as the pilot progresses.