Malaysia – The Outernet Marketing Innovation Group (OMIG), a regional industry initiative spearheaded by global ad-tech company Moving Walls and The Association of Advertising and Marketing Singapore (AAMS), has announced the release of an open-source document which encapsulates OOH audience measurement with a particular focus on the concept of the impression multiplier. 

This builds on the success of the first OMIG initiative where more than 30 brand marketers contributed to an industry playbook for incorporating data and technology into Out-of-Home (OOH) media campaigns. The latest group is formed by leaders from the buy side who are responsible for shaping product and innovation strategies within their organisations.

This open-source document encompasses fresh ideas, thought leadership and crucial discussions centred around OOH audience measurement. It serves as an important first step in providing a baseline framework for OOH media owners to provide audience measurement that aligns with advertiser expectations. 

Commenting on the framework, Memo Moreno, vice president of the Media Specialists Association of the Philippines (MSAP) and managing partner at Mindshare, said that “The DOOH Impression Multiplier Framework is an enabler to advertisers and media agencies in making data-driven decisions when it comes to OOH placements. It removes the guesswork. It moves us from an old school measurement system to more relevant, real-time and actionable ways of working.” 

“This is an exciting step towards developing an industry-recognised measurement for OOH. The methodology and data sources are robust and well thought through. With sufficient campaigns to show efficacy, this should allow advertisers and media planners to make more informed decisions on their OOH mix and investment,” said Elaine Poh managing director of Domestic Business at Publicis Media.

Meanwhile, Craig Harvey, head of research at Mediabrands APAC, said, “The evolution from Opportunity to See to Likely to See, or Attentive Reach, is aligned with how media agencies are now looking at the value of impressions. As an industry having 100% transparency- on our metrics is highly important.” 

“In today’s media environment brands are spoiled with choices. Committed outcomes are becoming a norm. Brands are consistently looking to optimize their media investments with better-performing channels. Outcome measurement is at the center of decision-making. It allows brands to understand how their campaigns are performing and, as a result, reduce wastage and increase outcomes. For Programmatic DOOH to continue growing, the industry needs to define measurable KPIs and track outcomes to improve advertiser trust,” opined Nitin Kumar, chief investment officer at GroupM Vietnam.

Melanie Lindquist, MD for APAC at Talon OOH echoed that “The measurement of OOH is a continuous pursuit to provide consistent, data-backed proof of OOH (and DOOH) effectiveness in the media mix. AAMS’ industry collaboration, including publishing of this type of best practice documentation, is a step in the right direction for unified and validated OOH measurement in Singapore.”

“OOH has historically been bought based on traffic data, size and perceived premium value of the location. With the advent of digital screens, more advertisers are exploring these as an extension to their video campaigns. However, the bottleneck in such decision-making is accountability as advertisers want to know the impact of the campaign on their target audience. There needs to be a robust and standardised DOOH monitoring system that will allow the buy side to look at DOOH as an integrated and strategic media platform in achieving an incremental audience base. This is a first step towards that, ” said Avinash Sahu, head of media intelligence & investments at Entropia. 

“This framework marks a pivotal step forward in advancing the reliability, accountability, and effectiveness of DOOH in the digital ecosystem. Embracing a unified currency and industry-wide measurement standard for DOOH allows advertisers and media agencies to make data-driven decisions, while fostering transparency and trust,” remarked Micaela Soyza, head of Matterkind Malaysia.

This implementation of recommended measurement models laid out in this framework is envisioned to improve trust among advertisers so that they are able to plan and execute Programmatic DOOH campaigns across multiple media owners who are providing impression data from industry-verified sources.

Sydney, Australia – Smart content marketing engine Convo Ink has recently launched an Australian-first proprietary audience measurement metric for marketers and agencies to optimise content marketing campaigns based on attention.

Convo Ink’s Quality Attention Score (QAS) is an algorithm that combines three core indexes for measurement – time in view, engagement and environment. Campaigns using attention analytics with compelling content have stronger and more sustainable connections with audiences. With a total of nine data points for every digital impression, marketing decision makers can enhance the impact of creative and messaging based on the attention it attracts.

Aaron Macarthur, CEO of Convo Ink, said, “The big difference in our attention metric is that we are not just looking at siloed factors such as the channel or environment. Our Quality Attention Score also analyses how the format and content combines to impact attention. It is a much more holistic view of the attention ecosystem.

He added, “We have always believed in the power of great content. A story put in front of the right person is incredibly influential for advertisers. We have long seen a plateau in ad performance, however we can now determine the impact that compelling content has on an audience’s attention over a campaign period.”

Campaigns with Convo Ink have a dedicated content attention dashboard with live data feed, allowing advertisers to dynamically optimise content to these attention metrics.

“For me this is where it truly comes together. Not only can you see what your current attention score is, but the data gives you a map of what you need to change in order to drive stronger results,” Macarthur concluded.

Sydney, Australia – IPG Mediabrands, the media and marketing solutions group of IPG, has signed an agreement with audience measurement company Amplified Intelligence to help fuel Mediabrands’ IPG IQCPM tool, which allows clients the opportunity to optimize their media selections based on the value of the attention their media is generating rather than just the cost of an ‘eyeball’ or view. Said agreement takes effect immediately.

Mediabrands’ proprietary tool allows clients to move away from evaluating media on the price of impacts and focus on the value of the attention that the channel is bringing. Meanwhile, Amplified Intelligence’s attentionTRACE, an attention measurement platform, measures media impact across YouTube, Facebook, Instagram, Twitter, Tiktok, TV and the open web in an expanding list of markets globally, including Australia.

This is Amplified Intelligence’s first API agreement with an Australian media agency offering deep cross-platform attention data directly into their tooling. 

Mark Coad, CEO at Mediabrands, said, “We are thrilled to be the first Australian media agency to partner with Amplified Intelligence on an API as we seek more ways to build on our market leading approach to finding and defining value for our clients. It’s what we are about and how we continue to generate success for our partners and clients.”

Meanwhile, Nick Durrant, managing director of MAGNA, commented that this agreement is viewed as an important step in their movement away from the trading of impacts towards trading outcomes for our clients. He added that at their agency, they believe that value can be measured in many different ways, and that they have, therefore, created a suite of tools and value metrics to enable clients to focus on what is really valuable to their business.

“Now we can offer more. If a client values attention we will use new tools, powered by Amplified Intelligence, to value media based on this metric. We are also developing sustainability metrics to allow us to optimise plans based on their environmental impact. These tools allow us to optimize our clients’ media investment to the areas they truly find valuable,” Durrant said.

He added, “Attention is a precise and successful way to measure human interaction with media which makes it a powerful predictor of brand choice and a powerful tool for reducing waste. This enables us to optimise far more accurately to the outcomes our clients are trying to achieve.”

Karen Nelson Field, CEO and founder, Amplified Intelligence, stated, “With attention metrics Mediabrands will be able to demonstrate to their clients what we have known for a long time – the amount of attention a platform or format generates is consistently linked to various business uplifts.”

She added, “Attention measurement is vital to the future of planning and trading, and we are changing how the advertising industry thinks about the effectiveness of their media investments. The attention economy is here and we are excited to be working with Mediabrands at the forefront.”