A new measurement for a new medium: why Digital Out of Home needs greater granularity

Outdoor measurement models need to change if they are to be truly reflective of the success of the medium. Anne Parsons reflects on the revolution in Digital Out of Home advertising – and how a new measurement model is about to amplify the next stage of growth.

Sponsored by QMS

March 3, 2020 7:22

Digital Out of Home (DOOH) has always been seen as an effective medium for reach. But in 2020, it is now approaching the most effective. There is a mass audience story to be told that supersedes most other media. To tell the story accurately and precisely requires a more dynamic research approach for quality large format digital billboards.

QMS board member Anne Parsons

The power and importance of the mass reach medium is fundamental to positive brand building, and DOOH is ready to assume this mantle; through new audience reporting at a level of granularity not previously possible.

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SPONSORED BY QMS

QMS is a leading digital outdoor and sports media company, with a strategic focus in providing clients and agencies with dynamic and innovative advertising solutions, underpinned by the latest developments in technology and data.