By: Esben Elmoe, AllUnite Founder
The Out-of-Home advertising market worldwide is experiencing significant growth driven largely by the adoption of advanced metrics and data technologies. One of the most compelling reasons for this growth is the ROI generated by measurement improvements. In Brazil for example, the total investment for developing new data metrics has been approximately $4 million but, the return on investment has been 65 times greater proving the significant role metrics play in driving value for media owners and advertisers.
AllUnite won the Brazilian audience measurement tender from Ipsos in 2023. A central factor in Brazil’s success has been the adoption of AllUnite’s live measurement approach. The traditional methodology, which relied on sample-based data and estimations, has been replaced by real-time data collection using modern techniques powered by AI generated models. This shift to live metrics has provided more accurate and comprehensive data on traffic near ad placements, resulting in higher recorded impressions and more effective ad targeting.
Comparative studies have shown for roadside environments, AllUnite’s methodology generates approximately 20 percent more impressions for static screens and 50 percent more for dynamic screens. These increased impressions translate into a direct improvement in the value of OOH inventory, as advertisers can rely on more precise data to measure the reach and effectiveness of their campaigns, and this more discrete data better aligns with omni planning tools important to brands.
The move to syndicated metrics—standardized across multiple environments and formats—has been a key driver of Brazil’s OOH growth and is winning the hearts and minds of media owners globally. AllUnite has just won contracts in Finland, again in direct competition with Ipsos. The same is happening right now in Japan. Discussions with Belgium, Sweden and the UK continue.
Buyers and sellers in the US and worldwide are becoming more frustrated with antiquated measurement approaches which takes time (usually several years until delivery) and is budget heavy. Now active in over 40 countries, AllUnite has a better approach for OOH measurement proving how advanced data collection methods and audience metrics can not only improve campaign performance but also drive significant financial returns for media owners. As more regions adopt similar methodologies, the OOH industry will continue to evolve, offering greater value and transparency to advertisers.
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