International. The world's leading outdoor advertising companies -APG| SGA, Clear Channel Outdoor, Exterion Media and JCDecaux- have teamed up to work on the development of the first audience measurement system for digital outdoor advertising. This collaboration, unique in the market, responds to the global growth of outdoor digital advertising, estimated at 23% per year between 2007-2014*, with a forecast for 2015 of more than 21%.
Advertisers want to respond to consumer expectations to see impactful and innovative campaigns, consequently, brands such as Samsung, Coca-Cola, Google and BMW are increasingly including digital outdoor advertising in the planning of their campaigns.
In response to this, and in recognition of the importance of having consistent metrics that demonstrate purchasing decisions, the outdoor industry is working on the development of a global standard for the measurement of digital outdoor advertising. For the first time, advertisers will be able to measure the profits and performance of their campaigns in this growing medium and use this data for future planning.
A working group has been formed with research experts from each of the companies. This group is ready to start this project, which will be completed throughout 2015.
This pioneering project uses a virtual scenario to show consumers a realistic experience of how different types of digital and traditional outdoor advertising converge. The combination of this with eye-tracking will provide advertisers with a complete understanding of consumer responses to all types of outdoor advertising formats in different environments.
The results will be available to outdoor audience measurement committees around the world, so that they have the opportunity to review them and decide whether the results are applicable for integration into their systems. This will allow advertisers to combine digital outdoor advertising with outdoor advertising in planning their campaigns.
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