OAAA introduces new guidelines for OOH metrics, sets a more refined OTS as core metric for measurement

The Out of Home Advertising Association of America (OAAA) has released new guidelines that recommend a move toward an impressions-based measurement system that will provide forecasted and reconciled-as-delivered daily impressions.

The proposed framework addresses advertiser's growing need for increased transparency and a more dynamic measurement system for OOH campaigns. As we emerge from a global pandemic, advertisers have new opportunities to reach the connected consumer in a mobile first, data driven, and digital led advertising ecosystem. 

The "OAAA OOH Impression Measurement Guidelines" will set forth a new standard that uses Opportunity to See (OTS) as the core metric for measurement. It also proposes a refined and enhanced definition of OTS that more closely aligns with the same metric used by all other measured media combining predictive audience models with a clear measure of observed audience exposures at OOH displays across all formats. This is the same metric used for data inputs into Marketing Mix Models and Multitouch Attribution Models. Under the new definition, OTS will encompass circulation as a measure in conjunction with "view-sheds '' which factor in ad display size, placement, view angles and other traditional OOH attributes that impact audiences. 

Key measurement & reporting minimum requirements will include:   

• Daily OOH frame-level forecasting 
• Observed daily delivery at OOH frame level 
• Reach and frequency measures 
• Transparent & validated data sources 
• Compliance with all applicable data privacy regulations, now and in the future
• Impression counts made acceptable for use within omni-channel planning & buying platforms, mixed-media and multi-touch attribution models (MTA) 
• Transparent published methodologies for view-sheds and source data 
• Documented system uptime/ reliability standards & monitoring schedules 
• Compatibility to combine different forms of OOH media methodology 
• Clear published definitions and methodologies to support the curation of view-sheds and line of sight 

"Our objective in setting a new minimum standard for measurement is to support even greater transparency to audience measurement that is timely, consistent and comparable with other channels." said Anna Bager, President & CEO, OAAA. "These solutions are designed to be future proof and serve as an important milestone to further OAAA's mission in solidifying OOH's position as an integral part of the marketing mix."

"Establishing a common currency for measurement is a great step forward in meeting advertiser's need for metrics to quantify exposure to OOH formats in today's multi-channel, data driven world." said Kevin Gleason, President & CEO, Adams Outdoor Advertising. "These guidelines are a great framework that will provide increased transparency for advertisers."

"More than ever, our clients demand accountability for their media dollars and rely on sophisticated outcome-based models to inform their investment decisions. To more credibly demonstrate OOH's impact on business outcomes within omnichannel media plans, we need to meet the requisites of these models by delivering granular forecasted and reconciled-as-delivered impressions. We support the OAAA's initiative to integrate OOH advertising metrics into the broader media/advertising ecosystem," said Michael Lieberman, CEO, Kinetic US.

These new OAAA Measurement Guidelines, while focusing on OTS as the primary metric for OOH measurement currency, do not entirely walk away from the opportunities to further enhance audience measurement in the future.  Likelihood to See (LTS), a metric which takes into account real-time dynamics or variables that impact audience composition and behaviour in proximity to the ad, will now be treated as a supplemental metric.

"There is no greater measurement responsibility than the specification of media currencies.  These new Guidelines from OAAA begin the process of filling a gap in OOH media measurement by introducing a measure of OTS between the existing Circulation and LTS," said Jim Spaeth, Partner, Sequent Partners. "The new OTS measure offers the benefit of being most comparable to existing currencies used for other media."

The OAAA Data & Analytics Committee convened to set forth the new reporting minimum requirements and is recommending as a next step to work with the MRC, ANA, ARF, Geopath, WOO and other related groups representing multiple aspects of the OOH ecosystem to evaluate these guidelines and begin developing a roadmap for cross-group coordination and accredited impression measurement.