AAAA - American Association of Advertising Agencies
10/02/2024 | News release | Distributed by Public on 10/02/2024 13:41
October 2, 2024
Attention measurement is coming to out-of-home (OOH) advertising.
Billups, a managed service agency that specializes in OOH and develops in-house ad tech, is making its attention measurement solution and a related analytics dashboard available for general use.
The solution, announced on Wednesday, measures attention for traditional OOH inventory, such as static billboards, as well as digital-out-of-home (DOOH) inventory, including video screens and digital kiosks.
But more standardization still needs to happen before true cross-channel measurement is feasible, according to ad agency trade group the 4A's, which has been working with Geopath, the MRC and others to standardize OOH measurement definitions.