How Outdoor Impact 2.0 Works
Measuring out-of-home advertising is fundamentally about moving beyond counting how many people pass by, to understanding how many actual contacts the advertising creates. Outdoor Impact 2.0 is the industry’s unified model for measuring OOH in Sweden. It allows us to calculate reach, frequency, and GRP for out-of-home advertising in a way that is comparable to other media.
Everything begins with traffic measurement. We start with traffic flows and record how many people pass a site during a specific period. These flows indicate potential, but they do not represent actual contacts. The next step is to calculate Opportunity To See (OTS), which describes the theoretical number of exposure opportunities. From there, we move toward Opportunity To Contact (OTC), taking into account how many people are actually in a position to perceive the advertisement.
The key to Outdoor Impact 2.0 is Visibility Adjustment (VA). Here, the raw traffic figures are adjusted: distance, angle, size, height, and surrounding visual noise are all factored in to determine the probability that someone will actually notice the site. The result is Visibility Adjusted Contacts (VAC). This is the model’s central contact metric and the foundation for calculating reach in (D)OOH.
Once VAC is calculated, the model can determine both gross reach and net reach—the total number of contacts created by the campaign and the number of unique individuals reached. We derive frequency by setting gross reach in relation to net reach, and GRP indicates the campaign pressure within the target audience. Additionally, we use Coverage Rate to describe what proportion of the target audience the campaign reaches for a given investment.
Outdoor Impact 2.0 is based on updated traffic data, higher geographic resolution, and shared standards for how out-of-home advertising is measured. The model is adapted for both traditional OOH and DOOH and handles everything from individual premium locations to large, broad networks. For those planning their media mix, this means that out-of-home advertising can be weighed against other channels using the same types of KPIs: reach, frequency, and GRP. Outdoor Impact’s documentation provides a concrete example where a weekly flow of approximately 170,000 passersby is reduced to around 88,000 OTS contacts, and then further down to VAC when visibility and speed are factored in. This clearly demonstrates how the model proceeds step-by-step from raw traffic flows to more realistic contact metrics. Source: Outdoor Impact.
In summary, Outdoor Impact 2.0 provides a shared, data-driven language for measuring out-of-home advertising. We move from traffic flows to VA-adjusted contacts, gaining a stable foundation to plan, compare, and optimize (D)OOH investments in a structured and transparent manner.
