Audience Insights & Measurement

audience measurement out of home advertisementaudience measurement out of home advertisement
Reach Audiences IRL.
OUTFRONT is Powered by Audiences. "PBA" is our data-driven approach to uniting audiences with OOH to enhance the value of location and creativity.

From planning and measurement to attribution, our data-driven approach helps us recommend the right audiences, uncover meaningful insights, and deliver accountability that drives our clients' businesses forward.

By leveraging industry-accredited syndicated research, we can also identify audience behaviors and habits based on where they live, work, and travel – revealing how to reach the right people with your brand message at the moments that matter most.

The IAB released a DOOH Measurement guide, download it here.

 

90%

Of all Marketers 
(big & small) have adopted an audience-based planning strategy.

Source
VIDEO ADVERTISING
BUREAU (VAB) (2018)

13K+

OUTFRONT 
leverages best in class audience providers, including Acxiom & Claritas, with access to over 13K+ audiences for targeting OOH.

Source
OUTFRONT, 2025

34%

Digital OOH (DOOH) 
accounts for 34% of total OOH ad spend, in part due to its flexible targeting and dynamic capabilities.

Source
EMARKETER, 2024

Campaign Planning

OUTFRONT’s audience-based planning approach is agnostic, nimble, and best-in-class. We leverage industry-leading audience measurement and attribution solutions, including Geopath and StreetMetrics, to develop strategic, data-driven, and effective advertising campaigns.

audience measurement out of home advertisement

StreetMetrics

Providing Dynamic Bus Measurement to the OOH Industry

 

StreetMetrics is an independent 3rd party measurement and attribution provider dedicated to the Moving Out of Home (MOOH) advertising industry.

geopath out of home advertisement

Geopath

The Industry’s Common Currency for OOH Measurement

 

Geopath leverages historical, annualized data to calculate key media metrics across a large variety of OOH inventory. Their proprietary solution leverages roadway circulation alongside GPS data from vehicles and geo-location data from mobile devices to calculate impressions, reach, and frequency for media planning.