Source — FEPE.
FEPE, the worldwide association of outdoor advertising companies, has joined forces with APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux to develop the first standardised industry approach to measuring digital out-of-home (OOH) audiences.
This unique industry collaboration comes in response to the continued global growth of digital outdoor advertising, estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.
The project will be presented at the forthcoming FEPE Congress, to be held in Budapest in June 2015, by two of the world’s leading experts in outdoor audience measurement: Urs Zeier, of Clear Channel Outdoor and Neil Eddleston of JCDecaux. They will talk about the project’s origins, aims, timelines and international scope. They will also be showing the specially designed virtual environment that is being created for the project and explaining how this will be combined with eye-tracking to provide advertisers with robust benchmarks to evaluate digital OOH alongside classic OOH in the globally accepted Outdoor media planning systems. Continue reading