OAAA Releases New Standards for Digital Out-of-Home Measurement

The Out of Home Advertising Association of America has released new standards for digital out-of-home measurement, designed to create a consistent approach to how audiences are counted and reported across the channel. According to the association, the framework aims to support a more transparent and comparable evaluation of inventory as buyers and sellers plan and transact. The release was presented as part of OAAA's ongoing work to align planning, buying and accountability practices as digital out-of-home grows within the broader media mix.

What is the new OAAA measurement standard?

According to OAAA, the updated standards address how digital out-of-home impressions and audiences are defined and measured across different environments. The association has positioned the guidance as a way to establish common definitions that can be applied regardless of location or screen type, emphasizing consistency for planners and media owners