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In general, traditional out-of-home ad performance has never tried to compete directly with internet advertising directly—until now.
The Out of Home Advertising Association of America (OAAA) is updating its guidelines to recommend shifting to an impressions-based measurement system. The goal is to provide forecast and “reconciled-as-delivered” daily impressions, versus the customary method of relying on ad exposure.
The proposed framework reflects advertisers’ expectations for greater spending across all media. At the same time, expenditures for OOH are held back. The
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