Media measurement is an ever-evolving science, given its need to keep pace with perpetual industry change and ongoing advertiser demand for meaningful consumer-centric data.

This applies across all media channels but is perhaps amplified for digital out-of-home (DOOH), given the recent and significant growth of the channel driven largely by technological advances and its historic rudimentary measurement.

Advertisers, while recognising the overall merits of the channel, would benefit from seeing a more comprehensive assessment of the impact of individual sites as a means to better predict campaign effectiveness. This is essential to positioning the DOOH channel in line with industry expectations and to meet the prevailing issues of investment confidence, transparency, independence and accountability for advertisers.