Consortium to Deliver Digital Outdoor 'First'

FEPE, the worldwide association of outdoor advertising companies, has partnered with a consortium of firms to develop what it claims will be the first standardised industry approach to measuring digital out-of-home (OOH) audiences.

Working in collaboration with APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux, FEPE will develop the approach using a specially designed virtual environment combined with eye tracking. The partners say their goal is to provide advertisers with benchmarks with which to evaluate digital OOH alongside classic OOH.

International President, Antonio Vincenti (pictured) of Pikasso comments: 'We are honoured to be working with our long term partners within FEPE on this landmark piece of research. As digital out of home revenues grow globally, we feel that this initiative will benefit the whole industry and help to continue OOH's upward trend across the world'.

Web site: www.fepe.com .