Measure digital outdoor advertising

In the future, digital outdoor advertising media should be better measured.Digital outdoor advertising is experiencing an upswing. Between 2007 and 2014, its share rose to 23 percent. In 2015, the increase is estimated at 21 percent. Brands such as Samsung, Coca-Cola, Google and BMW are investing a high proportion in digital outdoor advertising.The outdoor advertising industry has decided to work together for these reasons. It should be possible to collect digital out-of-home performance data in the future. This is because all parties involved (APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux) are aware that reliable figures are essential to factually underpin consumers' purchasing decisions. This enables companies to measure the clear benefits and overall performance of campaigns and incorporate the insights into the planning of future campaigns.This pioneering project uses a virtual world to give consumers a realistic experience of how they encounter the various forms of digital and traditional outdoor advertising. Combined with eye-tracking methodology, this will allow the consortium to provide advertisers with accurate insights into how consumers respond to out-of-home formats of all types in a variety of different environments.The results will be made available to OOH media performance measurement bodies around the world so that they can view the results and decide whether they are acceptable to incorporate into their national research systems. This will then allow digital and traditional outdoor advertising campaigns to be evaluated in combination. The project is scheduled to be completed by the end of 2015.