Beyond digitisation: How measurement and attribution is driving out of home media
While out of home is making transformative moves in digitisation, innovation in measurement and attribution is also propelling the sector forward, writes oOh!media CEO Cathy O’Connor.
The past 12 months in out of home (OOH) have been exceptional. Across the sector we have consistently outpaced other traditional media channels when it comes to ad spend, with revenues hitting $1.2 billion, and that number is expected to grow significantly in 2024.
Digitisation has been the game changer driving OOH growth, combined with a broader media market that is increasingly fragmented to that of our own, which remains an aggregator of audiences.
While increased investment in converting and building new digital inventory – and all the opportunities it presents advertisers when it comes to creativity, impact and scale continues – there have been evolutionary changes quietly happening in measurement and attribution that have extended the desirability of OOH as a performance media channel.
