Outdoor Impact is the common currency for Swedish out‑of‑home advertising. Its purpose is to provide a consistent, transparent basis for how OOH and DOOH deliver reach, frequency and impressions, regardless of which sites or formats are used. For media buyers, this means that planning and evaluation can be carried out on the same underlying data, rather than on separate models from each individual vendor.

Read more about how JCDecaux works with Outdoor Impact here.

The foundation of Outdoor Impact is detailed data on traffic flows and site locations. It maps how people move on foot, by car and via public transport through different out‑of‑home environments. These flows are then linked to actual advertising assets in shelters, bus stop panels, street furniture, city information boards and standalone sites. Each site is assigned a description of how many people pass by – and in what way.

The flows are then adjusted through visibility models. Distance, angle, height, direction of travel and any obstructing buildings affect what proportion of passers‑by can realistically see the creative. In this way, raw passers‑by are converted into impressions. For DOOH, play‑out data is added so that only the moments when a specific creative is actually shown are included in the calculation. The result is comparable contact and reach figures across an entire OOH network.

Outdoor Impact makes it possible to simulate different campaign scenarios. You can see how reach and frequency change when you add or remove select sites, switch cities or combine different environments. This supports the selection of the best formats for reach within a given budget. At the same time, the standard provides a common language between buyers and sellers of out‑of‑home.

For prDOOH, Outdoor Impact functions as a base layer. Programmatic buying platforms use the same data on sites and environments, but combine it with real‑time decisioning about when and where DOOH spots should run. This preserves the Swedish measurement standard, while the buying logic becomes more digital.

Creative OOH solutions – special builds and Innovate – also relate to this framework. They may sit partly outside standardised models, but are often placed close to existing sites where Outdoor Impact already describes the audience. Their impact can then be understood in relation to the rest of the campaign.

In summary, Outdoor Impact is a way to ensure that OOH and DOOH are measured in a structured and comparable way. When all parties work from the same standard, it becomes easier to plan, optimise and evaluate out‑of‑home as part of a broader media mix.