Thank you to Billboard Insider for the opportunity to share Motionworks’ perspective on the evolving measurement landscape.

Motionworks welcomes the attention and investment the industry is making in measurement. Out-of-Home Advertising is entering an important new phase, and we are encouraged by the momentum building across the market.

These conversations also reinforce something we recognize internally: Motionworks has historically focused far more on building measurement infrastructure than promoting it publicly. We welcome the opportunity to bring more of that work forward.

Here is what we know to be true today. The industry is asking for granular as-delivered impressions and deduplicated reach & frequency to support greater transparency in media buying, seasonal planning, and integration into modern marketing mix models. Motionworks delivers these capabilities today.

Our infrastructure has been delivering monthly impression data nationwide for more than five years, and our Set Dynamics product powers the deduplicated reach model behind campaign measurement for our partners today.

Much of this capability has existed beyond the scope of what has historically been published industry-wide, and we welcome the opportunity to bring more of it forward. As the industry evolves, greater transparency around what is possible benefits operators, agencies, advertisers, and the broader market.

We are encouraged to see the industry move toward a more holistic view of measurement. The market is rightly pushing for simpler and more transparent measurement standards. Delivering that simplicity at scale, however, requires significant infrastructure, operational rigor, and coordination across the ecosystem. Further to that, variable rate cards, make-goods, and the operational changes that come with greater granularity represent no small effort by operators, agencies, and measurement providers alike.

We see this trend most clearly in cross-media. Motionworks is the OOH measurement partner to VideoAmp, the cross-media currency platform serving many of the world’s largest advertisers and agencies, including Amazon, Netflix, and others. We deliver production-grade measurement of live OOH viewable TV content including major sporting events like NFL, NBA, college football, and other major programming with sub-48-hour turnaround nationwide. This evolution reflects where the industry is heading, and where Motionworks already operates.

Importantly, this demand is not isolated to cross-media alone. Interest extends well beyond any single partnership. Operators, agencies, and advertisers are increasingly asking for measurement that is granular, frequent, deduplicated, and interoperable across channels. That is the direction the industry is moving, and it reflects the conversations we are having every week.

We take this as both validation of the work our engineering and data teams have invested in building over the past decade, and a responsibility to continue pushing the standard forward.

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