The OAAA is recommending that the OOH industry embrace as our currency the core metric of Opportunity to See, as defined below.
For clarity, the recommendation is not to rely solely upon circulation as a measure, but rather to rely upon transparent “view sheds” to illustrate how inventory size, placement, viewing angles and other traditional OOH attributes impact audiences. This revised definition falls in line with how other ad media impressions are calculated and reported. This recommendation of Opportunity to See as the core currency metric does not preclude the OOH industry or individual organization from choosing to further qualify the core audience data with additional factors; rather, it is simply to align around Opportunity to See as the most comparable currency metric.
In addition, the recommendation is to immediately move to providing both a predictive audience model as well as a measure of observed audience exposures at the site level.
All measurement data should be accessible via API to ensure ability to integrate into agency, marketer and media owners’ business systems and omnichannel media platforms.
These measurement solutions must also be built to be as “future proof” as possible, given the rapid changes in access to mobile location data supply and data privacy regulations.
OOH Impression Measurement & Reporting Minimum Requirements:
- Daily site-level forecasting to allow time-based campaign planning with precision.
- Observed daily delivery at site level to facilitate post campaign reporting, third-party attribution measurement and optimization.
- Clear published documentation to support the curation of viewsheds and the definition of the line of sight that determines an OOH sites OTS.
- Reach and Frequency measures at both a site level and for full media plans across all OOH product types (e.g., roadside, transit, place-based, etc.).
- Transparent data sources or mix of data sources powering measurement validated by ground truth data sets, while ensuring sustainability of data supply given uncertainties around data privacy policies and regulations.
- Ensures all participating data and technology partners maintain a rigorous and transparent focus on compliance with all applicable data privacy regulations, now and in the future.
- Impression counts made accessible and accepted for use within omni-channel planning & buying platforms, mixed-media and multi-touch attribution models (MTA), with a particular focus on ensuring functionality with the requirements of digital-native and programmatic buyers.
- Transparent published methodologies, viewsheds and source data Service-Level Agreement: Documented system uptime/ reliability standards & monitoring schedules.
- Must provide some level of compatibility to combine different forms of OOH media methodology (ie. fleet/ mobile billboards, roadside, place-based, etc.) for comprehensive planning.
Data Vetting, Access and Delivery
- Data and data products to be developed and published through a transparent, agreed-upon cadence of reviews, feedback, alignment and updates prior to actual release.
- Users of this data should be able to ingest these impression counts in such a form as to be able to be:
- Used in their own media-mix models
- Combined with publishers’ & users’ own supplied custom audience segmentations and inventory / package /product offerings (such as home location integration, device graph integration, or like kind information.)
- Available, not only for initial planning, but able to be used for publishing, reporting/accounting/POP and within attribution solutions post campaign.
- Compatible with identity resolution systems for planning & attribution.
Opportunity to See (OTS): Media is purchased on an Opportunity-To-See (OTS) basis, which defines viewable impressions. This means marketers are buying the potential to reach consumers in the media in which their advertisement is placed. OTS impressions are measures of media exposure (e.g. magazine readership or the TV program exposures). OTS for OOH measurement applies to audiences passing through a viewshed of an OOH media location. OTS is a refinement to the OOH circulation to produce an audience impression.
Viewshed: The geographical area that is visible from a location, necessary to determine OTS. It includes all surrounding points that are in line-of-sight with that location and excludes points that are beyond the horizon or obstructed by terrain and other features (e.g., buildings, trees, tunnels, etc). A viewshed takes into account fixed characteristics such as the size, distance from the audience and position to the audience of an OOH media ad.
A viewshed also provides OOH buyers and sellers with a visible guide to inform how the OTS is determined based on site level attributes and road or audience path assignments.
Likelihood to See (LTS): The portion of the OTS (Opportunity to See) audience who are likely to see an ad, which is based on variable and conditional factors that can impact the probability of an audience to see an ad. LTS in OOH measurement takes into account further refinement with factors such as consumer behavior in proximity of the ad, visibility or eye tracking studies or technology, the speed of traffic on the road, time based event and environmental factors (such as weather triggers) that cause real-time changes in audience composition. How OOH impressions should facilitate all aspects depicted below within the life cycle of a media plan:
Source: OOH Today