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The Universal Challenge of OOH: Standardized Audience Measurement
Distinguishing opportunity-to-see from verified visual contacts. A review of WOO Audience Measurement Guidelines 2.0.
RG
ReklamGidiyor Editorial Team
1 min read
1. From Passage Counts to Verified Visual Contact
For decades, raw traffic volume was the primary currency of Out-of-Home advertising. Today, global standards demand transparent distinction between passing by a board and actually perceiving the ad.
2. The Three Tiers of Measurement
- OTS (Opportunity to See): Total physical traffic passing within the geographic radius.
- VA (Visibility Adjusted): Traffic filtered for line-of-sight obstacles, angles, and speed.
- VAC (Visibility Adjusted Contact): Eye-tracking validated impressions confirming active gaze retention.
Frequently Asked Questions (FAQ)
The Universal Challenge of OOH: Standardized Audience Measurement Key Takeaways & FAQ
Distinguishing opportunity-to-see from verified visual contacts. A review of WOO Audience Measurement Guidelines 2.0.
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