Press Release

Ocean Outdoor, Bauer Media Outdoor and AFA Decaux are joining forces to implement a groundbreaking, unified outdoor measurement system in Denmark that covers both digital and analog outdoor media. Based on real time data, the new measurement method will ensure precision and transparency on par with the most innovative and futureproof outdoor measurement systems in the world. With this initiative, the outdoor industry is elevated to the same level as TV and digital media when it comes to data-driven measurement and performance.

Live Data Is the Future

The new measurement system is built on AllUnite’s advanced sensor and data infrastructure, enabling real time contact measurement, audience segmentation based on mobility data, and the integration of outdoor in digital media planning tools.

“This is a historic step for the outdoor industry. We are moving from estimates to real time, from fragmentation to a shared standard. This will strengthen the outdoor medium’s position as a data-driven and strategic channel in the media mix,” says the board of Outdoor Impact Denmark, consisting of: Karsten Rask Mikkelsen - General Manager, Bauer Media Outdoor Denmark, Pia Petersen - Managing Director, Ocean Outdoor Denmark, and Michael Barfoed - Commercial Director, AFA Decaux.

During the tender process, which involved leading international experts in measurement systems, AllUnite was selected for offering an advanced and ambitious system that meets the highest standards in the industry.

“Our mission has been to create a data platform capable of transforming the outdoor market. With access to live data and strong industry partners behind us, we are proud to deliver a solution that sets a new benchmark for media efficiency,” says Esben Elmoe, CEO of AllUnite.

New measurement system will strengthen the outdoor industry

The new measurement approach elevates the outdoor sector with a more precise and transparent data foundation, strengthening reporting and enabling better strategic planning across key parameters:

• Reach and Frequency - Accurate measurement of reach and frequency.
• Unique Contacts and Impressions - Calculation of unique individuals and total contacts.
• Demographic Segmentation - Targeted campaigns based on demographics.
• Campaign Optimization - Dynamic delivery and performance tracking.
• Standard KPIs - Industry benchmarks such as CPM, GRP and viewability.

“WPP fully supports initiatives that create transparency and efficiency. A shared outdoor currency with live data will make outdoor a far more strategic and measurable channel, and that is crucial for our clients,” says Michael Ostenfeldt, Trading & Partnerships Director, WPP Media.

Groundbreaking Measurement System Launches in 2027

Work is underway to launch the system at the beginning of 2027. It will be integrated across all networks, formats and locations at Ocean Outdoor, Bauer Media Outdoor and AFA Decaux, with a long-term ambition to establish the system as the industry standard for outdoor measurement in Denmark.

The new outdoor currency is being developed using a comprehensive dataset, including advanced sensor systems, mobility data from 3Mobil, travel surveys from Rambøll, and Route data. All elements of the model are reviewed by PwC, which verifies the methodology and validates the results.

This means that advertisers and agencies - whether buying directly or programmatically - will gain access to an outdoor currency that is accurate and fully reliable. Planning, optimizing, and evaluating outdoor investments will become significantly more precise and transparent.

Facts

The Danish Outdoor Impact Committee, established in 2023, was initiated by Bauer Media Outdoor, AFA Decaux and Ocean Outdoor.

The committee functions as an official legal entity with the purpose of developing, standardizing and documenting the measurement of OOH media, as well as ensuring shared industry methods and transparency in effectiveness measurement.

Pressekontakt

Elin Sundberg

Mobile: +46 700874510

Email: elin.sundberg@mayconsulting.se

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