OOH/DOOH and Cross Media Measurement
The Swedish experience
- Mats Rönne - Chairman, Outdoor Committee Sweden
Mats Rönne, Chairman, Outdoor Impact (Sweden) gives us incredible insight into bringing OOH measurement to the table in the critical area of Cross Media Measurement. CMM is one of the key goals for OOH – to be measured and valued against other media, to be able to fully recognise OOH’s part in mixed media modelling and to have OOH’s contribution attributed correctly when understanding marketing and Media ROI.
Mats takes us back to the fundamental building blocks of understanding audiences, to be able to draw comparisons between different media metrics – from the transactional ‘Bids Won’ through ad serving, viewable ads, ad reach and audience delivery to the actual ‘Ad Effect’ – a clear set of definitions to show the differences between serving ads to devices, and the people metrics of audiences consuming and acting upon ads. Calling out the dangers of focusing on device based metrics and their apparently larger numbers, without understanding the real metrics of viewed ads.
Mats brings us back to a common language and outlines the initiatives undertaken in Sweden to educate media practitioners in Effectiveness and Cross Media Measurement – initiatives that could be effectively adopted across any territory.
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