Towards a new definition of OTS: measuring contact values and interactions objectively

Zysla Belliat
Carge of Studies and Research, OMD-France

Hugues Chavenon
Executive Research, CESP, France

Bernard Coutrot and Guillaume Pichoff
Simaris SA, France


Audience and measurement of large-scale media are defined in relation to advertising objectives. The cornerstone of Outdoor Media is panel contact. With the development of GPS, data collection on panel coordinates and individual routes will have a huge impact on precision.

It is time to redefine OTS using objective panel-visibility values. The present approach could become the gold standard for Outdoor Media measurement and a factor of harmonisation for stake-holders in an increasingly global outdoor market.