TV OOH measurement moves up a gear

The measurement of TV out-of-home is becoming more robust as audio-visual TV outdoor network C-Screens completes an audit process with measurement company RSMB.

Why it matters

Parity between the planning, execution, and measurement of TV and TV OOH experiences feels long overdue. TV OOH isn’t a channel that tends to feature prominently in campaign media plans but a rigorous audit process of viewership figures at one of the UK’s leading suppliers will help create consistency, trust and accountability as data is brought in line with the broader media industry. 

Takeaways 

• Brands that advertise around sport have an opportunity to extend traditional TV campaigns during a busy summer that includes the Euros, Olympics and Paralympics, T20 Cricket, Tour de France, Wimbledon, and F1. 
• C-Screens claims more than 12 million people will visit one of its Summer Live sites, which broadcast key sporting events, over the summer months. 
• Previous campaigns have delivered results for brands as diverse as YouTube, Aldi and Starling Bank.

Sourced from C-Screens

[Image: C-Screens]