Out of Home Measurement

							Comscore Out of Home measures video impressions of digital content and advertising consumed in public places, helping the DOOH industry drive better business outcomes.
							
                        

Comscore’s mission is to offer the most comprehensive audience-based cross-platform measurement. As an extension of Comscore’s impressions- based currency, Comscore Out of Home provides market and demographic level digital ad impressions, reach, and frequency measurement.

Sophisticated & reliable methodology

Comscore has built a unique approach to measure venue visitation using a combination of transaction data, survey data and mobile device ID tracking. A more reliable examination of incremental reach and cross-platform exposure is achieved by cross-referencing Comscore digital and TV households with device IDs identified through geo-location services. Survey data is layered on top to approximate viewership and qualified impressions for the network.

DOOH programmatic targeting

Comscore is a leader in providing data for programmatic planning and buying and is pioneering solutions for the cookie-free future. Comscore Activation audiences - spanning demographics, personas and cross-platform media consumption - are now available for DOOH programmatic targeting through Vistar and other platforms.

Seamless cross-platform planning

Comscore will help you connect your consumers’ OOH media engagement with their interests, attitudes, behaviors and digital media consumption by providing DOOH venue categories and audiences for DOOH client networks in Comscore’s syndicated planning tool, Comscore Plan Metrix^® in 2022.

Key Benefits

OOH Network Agencies & Advertisers

Strategically package and price your inventory to drive more profitable monetization and stronger yield.
Understand audience profiles of your networks and compare with competitors and online media properties to command premium ad pricing.
Analyze audience overlap with other DOOH networks and online media to showcase the relevancy of your properties to advertisers.
Provide the true multiplier of audience exposure to programming platforms.

Inform strategic and impactful cross-platform media planning - across linear, CTV, Digital and OOH - by identifying the relevant DOOH networks that drive results.
Align DOOH marketing strategies with the key interests and lifestyles of your target audience.
Better allocate and align marketing spend by comparing the relative effectiveness of networks and venues in achieving campaign-specific KPIs.

"Quality data and measurement have been a core focus for Captivate since its inception. Over the past several months, I along with a team of researchers within the DPAA have assessed the measurement needs of each individual network as well as the industry as a whole. That process was instrumental in confidently partnering with Comscore to meet the measurement needs of our advertising partners and continuing to transparently report on our audience."
Scott Marden
Chief Marketing Officer
Captivate

"We’re thrilled to be partnering with Comscore to offer advertisers trusted, third-party reporting on the scope and scale of GSTV’s national viewership. We share Comscore’s commitment to transparent, accountable measurement for video across all platforms, wherever it is viewed."
Eric Z. Sherman
EVP Insights & Analytics
GSTV

"It’s finally time for digital out-of-home to behave like an actual digital medium. At Lightbox, our largest client partners want to buy our audiences and it’s past time for us to make that easier for them. Comscore is the measurement solution the clients asked for, and we’re thrilled to partner with them to innovate in this space. Companies like Comscore planting a flag in digital out-of-home is why analysts are so bullish on the future growth of our industry."
Greg Glenday
CEO
Lightbox

"Digital out-of-home advertising is rapidly growing in cities across the country, giving advertisers a prime opportunity to reach consumers. Reaching the right consumer with the right message in the right venue is more important than ever. That’s why Trooh has focused on building a DOOH platform delivering scale and impact. By integrating data, insights and digital into an extensive addressable network placed in thousands of high dwell time venues, we can deliver more impactful solutions for brands to engage their exact consumer. We’re confident that Comscore’s stable and accurate measurement will help us deliver audience insights that will optimize our clients’ business outcomes."
Alison Jacobs
CRO
Trooh

"We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world. With our new partnership, buyers have access to more granular consumer behaviors that have traditionally not been available for DOOH targeting."
Laura Kasakoff
Data Partnerships Director
Vistar Media

Meet the Experts

Gary Warech

Senior Vice President, Commercial

Gary Warech serves as the Executive Vice President and GM of Comscore’s OOH business. In this role he manages a dedicated team selling and servicing all Comscore products and services including, but not limited to, out of home, brand health, activation, custom and syndicated media measurement tools. Gary is a recognized leader and communicator with decades of buy, sell and supplier side experience.

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Diane Williams

Senior Director, Out of Home Media

Diane Williams serves as Senior Director of Out of Home Media. She is highly skilled in Digital Strategy, Integrated Marketing, Advertising, Media Research, and Media Buying. Diane is a recognized OOH industry leader, strong business development professional, author of several benchmark studies for out of home and cinema advertising industries and frequent speaker at industry conferences.

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