Historically, out of home (OOH) has been an impactful and visually arresting medium, but one which was essentially static. Messages were printed on large format paper, pasted up, and left in place, unchanging for days or even weeks. But, in the past decade, the picture has changed dramatically. With the growth of digital OOH (DOOH), many new outdoor locations now have full motion, Wi-Fi enabled, large format screens that can broadcast moving images and content in real time and can even interact with audiences.

In parallel with these changes, online channels and digital delivery have created a media landscape that presents advertisers and their agencies with more choices than ever before but, arguably, less certainty about outcomes. There now exists an unprecedented volume of information about where messages appear, who sees them and for how long, but the huge new data sets that are now available don't generally facilitate the comparison of impacts across different channels, nor can they measure and report on the quality of a media experience. Without an understanding of this quality of impact, it is almost impossible to draw real conclusions about value and return on investment.