Cross Media Measurement is a global initiative led by the World Federation of Advertisers (WFA), and in Sweden driven by Brand Marketing Sweden (formerly Sveriges Annonsörer). The aim is to establish common standards and definitions for how reach, frequency and impact are measured across multiple media channels  so that everyone works with the same language when planning and evaluating campaigns.

For OOH and DOOH, Cross Media Measurement means that out‑of‑home advertising can gradually be brought into the same comparable framework as other media, such as TV, online video and social platforms. When out‑of‑home is measured according to the same fundamental principles, it becomes easier to see how (D)OOH contributes to total reach, how the channel builds frequency together with other media, and what role it plays in driving overall campaign effectiveness.

Over time, Cross Media Measurement will make it significantly easier for marketers to make well‑informed decisions about channel selection, budget allocation and optimisation across the entire media mix, with OOH and DOOH evaluated in a fair and transparent way alongside other channels.