OAAA Launches Out-of-Home Ad Exposure Guide

The Out of Home Advertising Association of America (OAAA) has released a guide intended to standardize methods for capturing mobile advertising IDs which represent consumers exposed to digital out of home (DOOH) media.

The new guide, with the snappy title of 'OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices', has been developed in partnership with members and posits an industry-wide measurement standard. This framework focuses primarily on the retargeting and attribution use cases of DOOH exposure data; while defining recommendations by DOOH inventory types, indoor vs outdoor displays, and then further by use case.

Anna Bager (pictured), the association's President and CEO, comments: 'By adopting this industry guidance, we have an opportunity to grow DOOH ad spending significantly. Standards like these enable accurate and transparent DOOH exposure data to be collected, leading to more credible and conclusive attribution of the channel's impact on business outcomes'.

The guide is available at: https://oaaa.org/DOOHExposureGuidelines .