Smarter Campaign Measurement

Outdoor Impact 2.0 is the latest planning and calculation tool in the outdoor advertising industry, covering both analog and digital advertising surfaces from leading players such as JCDecaux, Bauer Media Outdoor, Ocean Outdoor, and Leeads. The tool measures how people move in society and how they interact with advertising units in our urban environment, both outdoors and indoors. To achieve the most accurate results, the tool considers several factors:

• Data on each individual advertising unit (placement, orientation, format, analog or digital)
• Traffic flows (vehicle traffic, public transport, pedestrian and bicycle traffic, indoor visitor numbers, etc.)
• Travel pattern studies (interviews and MST meters)

Using the above, outdoor is the only media channel that calculates contacts based on the viewing situation for both the object and recipient.

The most common parameters calculated are reach, frequency, and contacts (VAC – Visibility Adjusted Contacts). You can calculate reach by region, generate reports for specific target groups, produce maps of series, view images of spaces, and much more. Read about our training further down.

All traffic figures are either public or validated by external parties, with travel habit surveys conducted by Ipsos. Algorithms and calculations are based on the latest international standards, set by the World Out of Home Organization (WOO).

Furthermore, all decisions regarding flow calculations and similar are made by the Outdoor Committee, a governing group consisting of representatives from media owners, advertisers, and media agencies.

Our training offers easy explanations of the concepts of reach, frequency, and VAC, as well as other useful new features in the tool that simplify your outdoor purchases. The training is free and includes both practical and theoretical components. You can book a session for yourself or with your colleagues.

Time: 60 minutes.

Location: at your office or our location at Stureplan 13.

Contact: Mari Färnkvist at [email protected] to book your training today.