OAAA releases a guide with measurement standards for capturing mobile users' exposure to DOOH campaigns

The Out of Home Advertising Association of America (OAAA), this month released a guide for capturing mobile advertising IDs to evaluate which consumers are exposed to digital out of home (DOOH) media.

According to OAAA, the “OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices” will establish an industry-wide measurement standard.

In addition to Vistar Media and Foursquare, key contributors to the “OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices” include: Adsquare, Clear Channel Outdoor, JCDecaux, Lamar Advertising, Lightbox, Veraset, Verizon Media, and Volta, with additional participation from Adelphic, AdQuick, Geopath, GSTV, MFour, The Trade Desk, and Ubimo/Quotient.

The framework focuses primarily on the retargeting and attribution use cases of DOOH exposure data. In addition, the guidelines break out recommendations by DOOH inventory types, specifying indoor and outdoor displays, and then, further by use case.

Key methodology topics addressed:

• Required input variables from venue data
• Required input variables from movement data
• Required input variables from ad play data
• Latitude/longitude precision, distance, and average dwell time values by venue type
• Output variables by use case

“By adopting this industry guidance, we have an opportunity to grow DOOH ad spending significantly,” said Anna Bager, President and CEO, OAAA. “Standards like these enable accurate and transparent DOOH exposure data to be collected, leading to more credible and conclusive attribution of the channel’s impact on business outcomes.”