Out of Home Audience Measurement
Outdoor Impact 2.0 is a new audience measurement system in the Baltic countries for calculating how you reach an audience with outdoor advertising. The system is designed for advertisers purchasing advertising space in outdoor media to estimate the size of the target audience exposed to the advertisements featured on the frames.
Outdoor Impact 2.0 is the common currency for calculating outdoor media advertising impact – how it delivers exposure, reach, and frequency for different outdoor frames. With Outdoor Impact 2.0, marketers get a neutral valuation of the key metrics important for advertisers and their agencies to compare different media channels or outdoor frames.
The new system was developed by the company Ipsos OOH, which has extensive experience in outdoor media across several countries. Outdoor Impact 2.0, the most modern outdoor media calculation system, integrates the Baltic countries into globally recognized OOH audience measurement systems.
The methodology was refined through discussions and decisions made jointly by the Technical Committee, representing media buyers, JCDecaux, and media agencies. This collaborative approach ensured that the methodology was tailored to meet the specific needs of the Baltic media market.
What is new?
In-Depth Information about Frames
Updated information on 5900 + advertising frames in main cities in Lithuania, Latvia and Estonia.
Updated Travel Data
New travel data for all types of traffic (car, public transportation, cyclists and pedestrians).
Internationally Recognized Methodology
Advanced calculation methodology for traffic Intensity and visibily adjustment for both static and digital advertising frames.
Brand New User Interface
New user-friendly Inventory Delivery System, which delivers audience data for advertising frames.
Built on best practice
Outdoor Impact 2.0 methodology is based on global out-of-home measurement guidelines, complemented by research on attention to digital advertising screens, where ads are displayed on rotation.
Global OOH Audience Measurement Guidelines by World OOH organization
(2022)
Global Guidelines on Out-of-Home Audience Measurement by ESOMAR
(2009)
Digital OOH advertisement study AM4DOOH
(2023)
Why do we need it?
