‘You need intelligent analysis to bring in more money’

Show me the numbers and I’ll show you the spends. This might well be the marketing dictum today as marketers increasingly seek measurable performance from every medium they choose to go with. OOH, a medium that everyone acknowledges to be ‘unmissable’, ‘un-swipable’ and unmissable, still has an uphill battle to fight, when it comes to showing the measured impact.    

Inadequate adoption of a commonly accepted audience measurement system,  fragmented systems for measuring media assets, opaque practices, etc., are among the most common factors in most markets, with measurement ending up becoming an ambiguous area in the OOH eco-system. 

AllUnite, the Denmark based global OOH measurement company, is positioned as a gen- next player in this space, focused on offering real-time, granular, data insights. 

As Kristina Rudoman, Chief Commercial Officer at AllUnite, says, “AllUnite aims to create a global audience measurement solution by integrating multiple perspectives and data sources, while combining the technical and statistical aspects. My job as the Chief Commercial Officer is to drive this growth and expansion.” 

Sharing her passion for the work she does, Kristina adds with justifiable pride, “The best thing I like about my work is that it feels like I’m working on something meaningful for the industry.” 

Diverse markets, common challenge 

Further, shedding light on the reality of OOH ecosystems across the world, Christina says, “Every market and every media owner thinks that their problems are unique or different. But in reality, the problems they are all trying to resolve are pretty similar. In the context of measurement, the most common challenge everywhere is creating something standard that all stakeholders can agree on. So I‘d say standardization with governance is the key challenge. On one hand, it’s exciting that there are so many innovative technologies being developed, particularly in the APAC region. On the other hand, it can also get overwhelming and challenging to bring them all together on a common platform for measurement.”  

But Kristina is hopeful. “I think there’s light at the end of the tunnel. It’s just part of the natural process when it comes to implementing any kind of technology. Innovations come with their own initial challenges. But that doesn’t mean we stop innovating.  It is better to innovate and make mistakes, than continue going on the same way, especially when it’s obvious that it’s not working.”  

ROI from measurement  

Kristina also highlights the justification for investment in audience measurement. “The moment you actually have a proper understanding of the return on the investment in OOH, especially in comparison with the results of the other mediums, it’ll make a big difference. And I think that’s where it’s important for media owners to implement the proper tools of measurement and enable advertisers to get easy access to those numbers. It’s hard to justify spends when the numbers are a bit fluffy. You need intelligent analysis to bring in more money.”  

Choosing the right measurement system  

With so audience measurement solutions available in the  market today and no available standard for reference, choosing the right solution also gets tricky for marketers. Acknowledging this challenge, Kristina shares her suggestions, “It’s better to choose a solution that has an easily accessible platform which gives you real time numbers, because you need to be able to see the live numbers, and not have to wait for months to see the results of your campaign. The second important aspect is reliable methodology.  It’s important to ask questions such as: how the methodology was developed,  who reviewed it and what kind of research has fuelled it? What’s hidden behind those impressions and frequency?” 

As Kristina points out, what’s important is bringing together different technologies and data sources to arrive at meaningful analysis that can help brand marketers make informed decisions.   

As she sums it up, “Marketers do see the impact when they invest in OOH, even if they don’t see the numbers. But if we could only have the right numbers driven by a proper measurement system, then it could help the industry grow exponentially.”  

Read the detailed interview in the May 2026 edition of Outdoor Asia.