OOH Industry Selects Ipsos for Next-Gen Audience Measurement Pilot
Event summary
- Geopath and OAAA selected Ipsos to lead a pilot program for modernizing OOH audience measurement, launching in H2 2026.
- The initiative follows a 2025 needs assessment involving stakeholders across the OOH and advertising ecosystems.
- OOH advertising revenue reached $9.46 billion in 2025, up 3.6% YoY, with digital formats driving growth.
- The pilot will evaluate next-generation measurement methods for impressions, reach, and frequency across multiple formats.
- Geopath and OAAA anticipate transitioning to a new measurement framework by 2028.
The big picture
The OOH industry is modernizing its audience measurement to meet evolving advertiser demands for transparency and interoperability. With digital formats driving growth, the initiative aims to ensure OOH remains competitive in the broader media mix. The selection of Ipsos, a global leader in audience measurement, signals a commitment to leveraging advanced data capabilities to support the medium's future expansion.
What we're watching
- Execution Risk
- Whether Ipsos can deliver a scalable, industry-standard measurement system by 2028.
- Market Adoption
- The pace at which advertisers and agencies will integrate the new measurement framework into their media mix decisions.
- Competitive Dynamics
- How this initiative will impact other measurement providers and the broader OOH ecosystem.
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